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DARY 1944 




yl^ Dentist finds radio puts teeth in good- 
will ... . (p.8) 

y^ Radio builds national distribution for 
household product in 10 years . (p. 10) 

y^ Sporting goods store wins friends, influ- 
ences buyers with radio round table (p. 16) 

31 Tested Programs for Businessmen 



A quick index to what others in your business field accomplish through radio. 
Articles and services in Radio Showmanship are classified by businesses here. 









6, 30 



Hardware Stores 




Home Furnishings 




Labor Unions 






Dentistry . 


Merchants' Associations . . 




14, 25, 28 

Public Utilities 


Drug Products 


28, 29, 30 



Farm Products 


Sporting Goods 



20, 26, 34 

Wearing Apparel 








401, 421 

Manufacturers 416, 

419, 420 


410, 415 

Merchants' Associations 


Builders' Su 








409, 410, 




, 415, 419, 421 





Service Stations 




Shoe Repairs 





, 418, 419 

Sporting Goods 




Women's Wear 


// you d 


haye the December issue, order it now! 



VOL. 5 

No. 1 

Editorial Advisory Board 


Herbert Pettey 

Ralph Atlass 
William Dolph 
Don D. Campbell 
Glenn Snyder 
Philip Lasky 
Roger Clipp 
J. Harold Ryan 

New York 





San Francisco 



Dr. Harry Dean Wolfe 

Washington, D. C. 
Lorenzo Richards 

Ogden, Utah 
GusTAV Flexner 

J. Hudson Huffard 

Blue field, Va. 
Maurice M. Chait 

Peoria, III. 
Frank J. Ryan 

Kalamazoo, Mich. 
Allen C. Knowles 



Don Paul Nathanson 
Managing Editor 

Marie Ford 

Published by Showmanship Publi- 
cations, Minneapolis 2, Minn. Sub- 
scription rate: $2.50 a year, 25c a 
copy. Address editorial correspond- 
ence to 1004 Marquette, Minneapo- 
lis 2, Minn. Tel.: Ge. 9619. 

Copyright 1943 by Showmanship 
Publications, publishers of Radio 

Editorial 5 

Science Measures Radio 6 

Lewis W. Waters 

Test tube findings sold to public via 
radio tubes writes the vice president 
in charge of scientific relations for 
the General Foods Corp., New York 

Radio Puts Teeth into Good Will 8 

Dr. B. W. Stern 

Consistency consistently pays, builds 
confidence, says this Mansfield, O., 

Soil-Off Cleans Up 10 

Vera Nyman 

Radio shines sales curve, builds na- 
tional distribution in ten years, 
writes the president of the Soil-Off 
Manufacturing Co., Glendale, Cal. 

Honest Abe was Right 12 

Dick Fowler 

Radio plus honest selling puts Sid's 
Furniture Mart on the map in Park- 
ersburg, W. Va., writes its adman- 

Retailers Forward March 14 

Frank Wright 

From $30,000 to $200,000 for radio 
is Bay Area record for 18 merchants 
writes the manager of the San Fran- 
cisco-Oakland (Cal.) Retail Radio 

JAN UARY, 1 944 

Radio Hits Sales Target 16 Airing the New 23 

SabinC. Abeii Ncw radio progiaiiis worth reading 

Sports Round Table wins friends, about. No result figines as yet. 

influences sporting goods buyers, 
writes the president of the L. P. 

Wood, Inc. Sporting Goods Store, Showmanship in Action 28 

Burlington, Vt. Promotions and merchandising 

stunts that build audiences and help 
increase sales. 

Yours for the Asking 19 

Sample script and transcription P^^^^ O' the Pudding 30 

availabilities are listed here. Results based on sales, mail, surveys 

and long runs are given here. 

Showmanscoops 20 Showmanviews 33 

Photographic records of successful News of current syndicated releases 

radio programs and radio promo- available for local and regional 

tions. sponsorship. 

Special Promotion 34 

Showman Patterns 22 Short radio promotions that rtin btu 

Shows cut to fit a pattern for spon- a short time, yet leave an impression 

sorship are streamlined here. that lasts the year around. 

Who produces what? 
This up-to-the-minute di- 
rectory of script and 
transcribed programs for 
local sponsors is alpha- 
betically indexed . . . 
cross-indexed by time, 
audience appeal, and 
subject matter. 


^adCa S^0to4oo^ 

• Complete Listings 

• Cross- Indexed 


1004 Marquette 
Minneapolis 2, Minnesota 

Gentlemen : 

Send me my free copy of the RADIO SHOWBOOK and 
enter my subscription to RADIO SHOWMANSHIP for one 
year at $2.50. Check enclosed D- Bill me later D- 

I will want D copies of the Radio Showbook at 75 cents 
per copy. Check enclosed D- Bill me later D- 



City Stote 


Faint Heart Ne'er Won . , . 

HISTORY was made when Aesop recounted the fable of the tortoise and the hare, 
and that famous race stands even today as an object lesson to those for whom 
speed is everything. But not even Aesop had a good word to say for the snail 
whose movements, in contrast to the tortoise, are almost imperceptible. 

There's a parallel here which points a lesson for retailers who are prone to look 
at radio from behind self imposed barriers. True, the more adventuresome have come 
out of their shells to find that apprehension about this Gulliver of the advertising world 
was a figment of the imagination far removed from reality. But unless the snail's pace 
is quickened to a walk, both the retailer and the radio industry stand to suffer. 

To slip from the general to the specific, let us consider an object lesson with two 
morals, one for the retailer and one for the radio industry. Listeners the country over 
have been moved to act upon the commercial messages of the thousands of advertisers, 
and many businesses have been built solely upon the persuasive power of the spoken 
word delivered via the loud speaker. 

Now comes a seed company, let us say, with a product in no way connected with 
seeds. It has no store through which to sell this item, and sales must be measured en- 
tirely in the terms of mail order volume. What happens when that item is offered over 
the air is an item for Believe-it-or-not Ripley. In a single city, a not-so-large city at 
that, orders reach 400-a-day volume. If this were a ten cent item, there would be but 
little point to this story, but what retailer wouldn't like to sell 400 of one item in a 
single day when that item was priced for one dollar and a half! 

It can be done. Radio is doing it, but for the most part it isn't doing it for retail- 
ers because retailers haven't given radio a chance. Object lesson here for the merchan- 
diser is that he should investigate radio. He has the same chance to achieve the same 
results if he will stock an item in sufficient quantities and then play it for all it is 

Returns of this kind are apt to make radio chesty. The Jack Horner attitude in 
this case, however, gives cause for thought. When radio accepts the responsibility of 
putting on a sales campaign for a mail order client, gives time to the building up of 
an item which may or may not be worth the price tag, radio steps out of the media 
field and gets into the field of merchandising. 

No radio executive should be asked to determine whether an item is worth one 
and a half dollars or fifteen cents. He isn't supposed to know the relative value of 
merchandise. Advertising is his field, not merchandising, and for the good of all, radio 
must leave merchandising to the merchandisers. 

Woman isn't all that is fickle. The public is fickle, too, and the tremendous faith 
that radio has established and kept with its listeners can be seriously undermined if 
radio lends its good name to the sale of over-priced merchandise. 

Radio and the retailer can work for a common cause. Let's keep radio an adver- 
tising media and leave the field of merchandising to the retailer whose business stands 
to prosper with the proper understanding and use of the advertising media whose 
personalized appeal is that of the human voice. 

JANUARY, 1944 

Test Tube Findings Sold 
To Public Via Radio Tube 

cionce ^ 

THOSE of US whose lives are devoted to scientific researcli owe 
much to radio. Our job primarily is to discover new products; 
de\ise better technologies, which will not only reduce production 
costs and prove commercially practicable but at the same time pro- 
vide additional employment and benefit the consumer. 

Food scientists in recent years have made significant contribu- 
tions in the field of nutrition. They have restored processed cereals 
to their whole-grain values. They have fortified other foods with 
health giving vitamins. They have improved seeds, which in turn 
help provide better crops; found substitutes for imported foods no 
longer available and devised packages which are immune to the 
vigorous pressures of war transportation. Domestic packaging also 
has been improved despite the shortages of materials caused by 
military needs. Scientists have also aided in creating space-saving 
rations designed to sustain life under the most trying conditions. 

Radio is a medium through which scientific developments are 
impressed on the public's consciousness. Radio provides the inti- 
mate touch with human voices and allows for imparting informa- 
tion in a way that is entertainingly educational. 

The height of a mountain is best appreciated by contrast with 
a hill. The importance of radio as a means of spreading informa- 
tion made available thiough scientific research is best appreciated 
by recounting a few salient facts indicative of the size of listening 
audiences. Surveys ha\'e shown that when Jack Benny puts on his 
infectious grin and steps up to the microphone, some 26 million 
people settle down comfortably to listen to him. \Vhen lovable 
Kate Smith goes on the air, 23 million are tuned in. 

Benny's program helps merchandise nutritious cereals, which are 
fortified with energy giving forces. 

On her weekday program Kate sometimes ofTers recipe booklets 
embodying the latest research developments in nutrition, home eco- 
nomics, and culinary conveniences. 

Special emphasis these days is placed on wartime problems such 
as restrictions, regulations, and rationing, but Kate indirectly is in 
a sense the mouthpiece for some of our research scientists bent on 
pro\ iding good foods for American housewives. 

One ob\ ious reason why the average American is eating well to- 
day, (if not quantitatively, at least qualitatively) is because radio 


lures Radio 

by Lewis W. Waters, Vice 
Pres., General Foods Corp. 

search. He knows that research has an 
important effect on what he eats and 
what he wears. He feels that the research 
department of any company, big or 
small, is motivated by a desire to do 
something for him the consumer. He 
knows that scientific research has done 
much and that it will do more. 

Radio has sold the American public 
on the values of scientific research by 
using the right tcchnic. Few people like 
to listen to a long technical dissertation, 
but when a national figure is the vehicle 
of expression, scientific findings become 
palatable, even tempting. 

has carried the message of nutritious 
eating into almost every home not once 
a week, but many times a day. 

An exceptionally fine job was done 
by the government's nutrition program 
when, along with other popular media, 
radio helped carry the gospel of sound 
eating to virtually everyone in the 
United States. 

In this country a radio is almost as 
much a part of standard home equip- 
ment as a kitchen stove. Today radio has 
an audience of one hundred million, 
built up by virtue of competitive enter- 
prise, with each sponsor trying to excel! 
the next by providing better entertain- 

AV^hen the President speaks or when 
W^inston Churchill gives to the world 
an accounting of his stewardship, few are 
the ears that do not hear the message. 

And so it is with the more important 
scientific findings. Over a period of a few 
months nearly everyone hears the news. 

The American public today is so com- 
pletely sold on scientific research, and its 
faith in the accomplishments of food 
scientists in particular so pronounced, 
there is every reason to believe millions 
upon millions turn a receptive ear to 
their messages, especially when they af- 
fect the public's health and well-being. 

The average person today can learn 
from reliable sources what is good for 
him dietetically. He is more health con- 
scious and appreciative of scientific re- 

As vice presi- 
dent in charge 
of scientific rela- 
tions, Lewis W. 
Waters symbol- 
izes General 
Foods Corpora- 
tion's recogni- 
tion of the vital 
part scientific 
plays today in all fields of industry. 
A practical recognition of the in- 
creasing importance of a scientific 
approach to the basic problems of 
nutrition as differentiated from 
commercial research activities was 
his appointment in April, 1943, to 
his present position. 

Footsteps made in the sands of 
Time leave a trail from college class- 
room to food corporation labora- 
tories for scientist Waters. From 
teaching food analysis at his alma 
mater, Massachusetts Institute of 
Technology, to the chemical labora- 
tories of the Campbell Soup Co. was 
the first step. Again in 1914 M.I.T. 
claimed one of its favorite sons, but 
the call of the business world was 
too strong. Since then he has done 
research for the United Fruit Co., 
the du Pont Co., Minute Tapioca 
Co. and the Postum Co. Since 1928 
scientist Waters has been with Gen- 
eral Food's headquarters staff. 

JANUARY, 1 944 

irladio Puts 
Teeth In 



Consistency Consistently 
Pays, Builds Confidence 

by Dr. B. W. STERN, 
Dentist, Mansfield, Ohio 

A GOOD win air tour paid off and continues 
to pay off with cash profits to Dr. Stern, 
Mansfield, O., dentist, via the AV^MAN air- 
waves. This air tour was fashioned and creat- 
ed to please the listener as an expression of 
good will toward the people of the commun- 
ity. In return, it has reaped good will for its 

On November 7, 1943, Dr. Stern presented 
his two-hundred and fifteenth consecutive 
Sunday air show over W^MAN. The station 
came into being on Sunday, December 3, 1939, 
with a full day's schedule of local and visit- 
ing celebrities. One week later. Dr. Stern, 
dentist, launched his first full hour air show. 
Since that date Dr. Stern's program has been 
presented, rain or shine, winter and summer 
as a weekly feature broadcast at one o'clock. 
Dr. Stern bases his gratifying results from 
the consistency of his show, and is a firm be- 
liever in sticking to the same time and day 
four seasons per year. 

His original program was an amateur hour 
presenting Mansfield and Richland County 
talent with prize awards in cash to the ama- 
teurs receiving the largest amount of mail. 
Mail poured into the station following the 

• Radio takes no holiday. 

Not new to Dr. Bernard William 
Stern was the idea of a radio pro- 
gram. Role of radio teacher had 
been taken by his close friend, now 
managing director of the West Vir- 
ginia network, Howard Chernoff. 
A graduate from Western Reserve 
Unixiersity, Cleveland, O., Dr. Stern 
has practiced dentistry in Mansfield 
joy the past ten years. Energetic and 
alert, he keeps abreast of current 
developments in his field, also takes 
(I keen interest in civic affairs, sports 
(Did iiuir work. His Woodland refuge 
jrom iJir hurly-burly of the business 
world is given the feminine touch 
by his attractive zvife, and seven year 
old daughter Myrna. In picture at 
left, Dr. Stern, (right), gives etncee 
Karl Black, (left), the helping hand. 


initial broadcast, reaching proportions 
of over 3,000 pieces per week, in spite of 
the modest size of the community. 

Ihe program was originally put on 
the air by Earl Black, WMAN musical 
director and announcer, and through 
the years he has continued as master of 
ceremonies. To meet changes in public 
interests, the program has been altered 
from time to time. When quiz show^s be- 
came popular, the program became a 
half-hour amateur show. The other half- 
hour was spent on a studio quiz. Boxes 
of candy and appropriate gifts were giv- 
en as prizes to the studio guests who 
participated in this portion of the pro- 

^V^ith the advent of the draft and the 
necessary loss of so many people to the 
armed forces, Dr. Stern's Sunday broad- 
cast was changed to one half-hour, heard 
from 1:00 to 1:30 P.M. Studio visitors 
are queried, and questions pay off in 
\arious cash amounts. The questions are 
numbered and graduated in cash value 
ranging from SI up, including a jack- 
pot question which builds in amount 
each week if not answered correctly. 
This quiz show has now been on the 
air since the first of January and plays 
to a packed studio and a record listen- 
ing audience. 

While the amateur program was hit- 
ting the airwaves weekly, spectacular 
Christmas shows were staged and broad- 
cast each season from Warner Brothers' 
Ohio Theatre with a SI 00 prize going 
to the winner. Much of WMAN's best 
talent has been discovered through the 
channel of Dr. Stern's Amateur Hour 
and two of his amateurs have broken 
into Big Time. Jane Hodges, songstress, 
now holds a movie contract and is a 
Columbia artist. Little Patty Hale, child 
entertainer and actress, who appeared 
on Dr. Stern's program, made the grade 
in Hollywood and has appeared in many 
pictures. Her latest, a major role, is in 
My Friend Flick a. 

More recently Dr. Stern turned over 
his quiz show to soldiers from Camp 

Millard in Buc)rus, O., 12 miles east of 
Mansfield. For a full hour the boys com- 
peted for SlOO worth of prizes. It was 
distribiued in full before the boys left 
the studio! All quiz questions were based 
on phases of Army life. 

Dr. Stern keeps the commercial con- 
tent of his program strictly in the back- 
ground, and it is rigidly in line with the 
ethics of his profession. Commercial 
publicity on his air shows is cut to the 
most meagre proportions, and merely 
states his name, address, phone number 
and the dental services a\ ailable through 
his offices and experience. In general, his 
messages, only one to a broadcast, are 
devoted almost entirely to the w^ell 
known facts that dental work and dental 
care are important to health. The copy 
tends to keep his listening public aware 
of the benefit of regular dental examina- 
tions with the dentist of their choice. 

Dr. Stern's record-making consistency 
in broadcasting points up one important 
factor. The repetition of an entertain- 
ing air-sho^v can do a ^vealth of good 
for any advertiser. Consistency and per- 
sistency pay di\idends as long as the 
sponsor and the station keep a finger on 
the pulse of the listening audience. The 
matter may be summed up in a sentence. 
Give the audience what it wants in your 
comnumity, and your adience '^vill give 
)Ou what )Ou ^vant! 

JANUARY, 1 944 


9 Radio keeps the belt line moving on SOIL-OFF automatic bottling machines. 

Radio Shines Sales Curve, Builds 
National Distribution in ID Years 

oil-Off Cleans Up 

by VERA NYMAN, President, 
Soil-Dff Manufacturing Co. 

How lo bridge two entirely different 
jKiiocls, normal pre-war business 
a>nditi(nis and tlie j^resent war situation, 
is the Soil-()m" .s/zrrr.s.v ihroui^Ji kkJIo 
(i(h)nlising story. 

J'he real story starts back in the days 
ol the dejjression. Jobs were scarce and 
mone\ hard to earn. With a one hun- 
dred dollar total (apital we determined 
lo market an entirely new type ol paint 

cleaner. Foi li\e years we constantly 
tested and i^au^cd the product in the 
homes ol thousands ol women. Constant- 
ly the lormula was changed and per- 
lected. In all, calls up(m over 2()(),()()() 
women were made, and the |)roduct was 
demonslraled in two-thirds ol their 
homes. Some 75, ()()() sales wx^e actually 

C^onvinced ol the })roduct's perfection, 



the trade name of Soil-Off was selected 
and marketing began. A small factory 
was established in 1934 in Glendale, 

From house-to-house campaigning 
Soil-Off found its way into department 
stores, and was sold through demon- 
strators with word-of-mouth advertising 
causing a slowly rising demand. With 
this improvement in business a 15 dol- 
lar a week appropriation was made for 

Soon it became apparent the 15 dollar 
weekly advertising appropriation would 
hardly suffice to increase demands or 
broaden sales outlets in Southern Cali- 
fornia, or reach the sought-for grocery 
trade. It was at this point that radio 
entered the picture. In 1936, Fletcher 
Wiley was given the assignment of get- 
ting general distribution throughout the 
Los Angeles metropolitan area over 
KNX. For two years Wiley and KNX 
brought in more and more Soil-Off 
enthusiasts. Plans were completed to 
branch out along the Pacific Coast. 
Again Wiley was given the task and 
Soil-Off became his first Pacific Coast 
sponsor, with the Columbia Pacific 
Network regularly getting the Soil-Off 
message to women throughout the West. 

With every increase in sales volume, a 
greater percentage of profits was turned 
towards radio advertising. Sales increases 
continued with every new appropriation. 
In February, 1941, the company pur- 
chased newscasts over KNX and the 
Columbia Pacific Network, utilizing 
the 5:45 to 6:00 P.M. spot twice weekly. 
Soon the advertising budget was given 
another huge boost. Again sales soared. 
Soil-Off became the leading paint 
cleaner in the 1 1 Western States. 

During the interim, following the 
growth of the business volume, three 
factory sites had been established and 
outgrown, until in early 1941, Soil-Off 
moved into its own home in Glendale. 
Even this new factory could not keep 
up with the constant increases in sales 
that radio produced. Within the year 
new improvements and machinery had 
to be installed. 

Towards the end of 1942 volume of 
sales had again almost doubled the pre- 
vious year's record. A warehouse had 
been built and the factory was operat- 
ing on a 16 hour-a-day basis. 

Recently, and as a result of its tre- 
mendous success on the West Coast, 
Philco Distributing Co. completed ar- 
rangements to merchandise Son, -Off 
throughout the United States. Plans are 
now being made to manufacture Soil- 
Off in the East to take care of the ex- 
pected new business. 

Adding to its regular Tuesday, Thurs- 
day, and Saturday newscast by Truman 
Bradley from 5:45 to 5:55 P.M., over the 
Pacific-Columbia net, Soil-Off in Sep- 
tember, 1943, added a 15-minute com- 
mentary by Galen Drake to cover the 
Monday, Wednesday and Friday periods, 
with the program released from 5:00 to 
5:15 P.M. 

A success story! Yes! Soil-Off is big 
business now. It's proof of what a good 
product, backed by proper management 
and given full advertising support can 
do! Many thousands of dollars have 
been spent to tell women of the West 
about Soil-Off, and of this more than 
60 per cent has been spent for radio. 

Exhibit A that 
brains and beau- 
ty can go hand 
in hand is pe- 
tite, blond Vera 
Nyman. Not one 
to holler uncle, 
she staked her 
future on Soil- 
Off, backed it up 
with plenty of 
hard work. While the road was long, 
woman-of-vision Nyman didn't have 
to go it alone. Strictly a family af- 
fair is the story of the development 
of Soil-OfJ, Glendale, Cal. While 
she took care of distribution and 
markets, the production end of the 
business was under the watchful 
management of her husband. 

J A N U ARY, 1 944 



oUonest Abe Was Right; 


by DICK FOWLER Admanager 

Radio Plus Honest Selling Put 
Sid's Furniture Mart on the Map 

IT was in 1933 that Sidney Ardman 
opened his furniture store in Parkers- 
Inn g. \V. Va. For about four years he 
went along enjoying a good trade, yet 
he was not expanding his business as he 
wished. Then one day Sid happened to 
come across a saying of Abraham Lin- 
coln's, "The Lord niiLst have loved the 
common people because he made so 
many of them." Pursuing this thought, 
Sid decided that there must be enough 
of these common people to give him the 
volume of business he woidd like to 
have, and ihat the best way to reach 
these people was over radio. Consequent- 
ly he bought time on WPAR. That was 
in 1937. 


His first radio program, The Farm 
and Home Hour was a half-hour daily 
program made up of down-to-earth fun 
and music. Sometimes sponsor and sta- 
tion management wonder whether we 
made the Farm and Hotne Hour or 
whether the Farjn and Home Hour 
made us successful. But since it is work- 
ing so well both ways, neither cares. 

Talent consists of the Burroughs Fam- 
ily Trio; brother, Charles, now also a 
regular A\TAR staff announcer, and his 
sisters, Billie [can and Hetty. The en- 
tire comnuuiity lo\es these Burroughs 
"kids." It's not only listened but also 
watched them grow in radio prestige in 
the Ohio Valley. And the Burroughs 



Trio has carried good merchandising, 
that is, good advertising, right along 
with it. They've really sold merchandise 
for Sm's. They talk about it. They sing 
about it. The listeners love it. 

We think that one reason The Fartii 
and Home Hour has been such a highly 
successful advertising medium for us is 
that with the simple, homey melodies 
sung by the Burroughs Trio, and the 

Looking as straight at you as he 
does at a customer is Sid Ardman, 
proprietor of Sid's Furniture Mart, 
Parkersburg, W. Va. With him are, 
(left) George H. Clinton, WPAR 
manager, and (right) Sid's adman, 
"Dick" Fowler. 

Welcome to chicken dinner on 
many a West Virginia homestead is 
friend-to-man Sid Ardman, sole 
owner and manager of Sid's Furni- 
ture Mart, Parkersburg, W. Va. Still 
a young man with a tremendous 
zest for life, he manages time for a 
few holes of golf, can always stop to 
chat with his countless friends. It's 
the homey touch that has endeared 
Sid and his store to the community , 
and shrewd merchandiser Sid is 
smart enough to capitalize on it. 
Store front and display windows are 
kept unpretentious with deliberate 
intent. It's the salt-of-the-earth per- 
son who shies away from radical 
change who is Sid's best friend! 

favorable time this half-hour has on 
\VPAR's morning schedule, we reach 
right into the homes of the people we 
either already have as customers, or 
want to have. For Sid has always built 
his business on the basis of the custom- 
er being the "right guy," no matter how 
unpretentious he may be; he builds his 
friendships on his business, and not his 
business on his friendships. Sid's Furni- 
ture Mart is like the famous Banyan 
tree: its roots spread out in all direc- 
tions, and its growth goes farther and 
farther into the Ohio and \\^est Virginia 

Perhaps another reason for this ex- 

pansion of our business in the new and 
used furniture field is that Sid, like Abe 
Lincoln, loves everybody. You'll always 
find Sid on the floor of our store taking 
(are of the customers, or directing one of 
the sales people to go and do likewise. 
Sid has spent ten years on the floors of 
his store, the largest of its kind in our 
territory. He meets every customer he 
can, and takes care of their wants per- 
sonally. Sid knows literally thousands of 
VV^est Virginia and Ohio families and 
these families like the Banyan tree, keep 
gTowing. They know Sid and his furni- 
ture. Day after day Sid keeps in touch 
with these friends of his, by telling them 
over the air about our store, our bar- 
gains, or our new shipments. This daily 
appearance on the air is like a daily visit 
of Sid, himself, into many of these homes 
where our furniture has already gone, or 
will go this year or next. 

When this radio-success-store began in 
1937, Sid had 2,000 square feet of selling 
space. Today, we have 10,000 square 
feet in which to display and sell our 
merchandise, and 8,000 additional 
square feet of storage space and ware- 
house. Until the w^ar made a change in 
our delivery service, we had three vans 
rolling over a territory extending 200 
miles 'round and about West Virginia 
and Ohio river hills. AVe still operate 
three huge \'ans and employ two buyers 
at all times to evaluate and buy used 
furniture. Sid takes care of the buying 
of new furniture at the metropolitan 

Consistency of well planned radio 
advertising has proved itself in the suc- 
cess story of Sid's Furniture Mart. The 
present record: 312 weeks, or 1,560 times 
on the air. Sid figures that radio, and 
honest selling have put his store in the 
top position in this part of AVest Vir- 
ginia because his customers come into 
our store from a radius of 80 miles 
around Parkersburg, and that's exactly 
the radius in territory which the radio 
station here covers. It's more than just 
a coincidence, Sid knows. That's why he 
has just signed a new contract to spon- 
sor the Farm and Home Hour for his 
seventh year on the air. 

JANUARY, 1 944 


From $3D,0D0 to SBQD.DDD for Radio 
is Bay Area Record for IB Merchants 

etailers Forward March: 


by FRANK WRIGHT, Manager, Retail Radio Bureau 

IF ever there was a time when radio 
could play its fidl role as an effective 
iorce in retail merchandising, that time 
is now. Retail conditions are almost 
ideal for the full application of radio to 
the retail scheme. 

What the retailer is forced to demand 
of advertising, radio can now supply 
more economically, more flexibly and 
more eilectively than any other medium. 
As an example of lower circulation costs, 
the average cost per thousand acttial 
readers of a newspaper advertisement is 
%2?).1'Z. Average cost )>er thousand act- 
ual listeners to a radio jjrogram is $2.92, 
and in many instances, consumers are 
reached for less ihan 25 cents per thou- 
sand via radio. 

SiiHc substantially less production 
hihor is recjuired, radio advertising en- 
i;iils lower production costs and less han- 
dling. Too, radio advertising may be 
altered or changed without waste of vital 
material or production expense, and the 
changes may be made any time before 

the copy is actually broadcast. Coupled 
with this is the good will vahie of radio; 
as yet there is no substittue for the 
friendly, hiunan voice, and radio alone 
can introduce this personalized note. 
VV^hy is it then, that the average retailer 
has not taken advantage of the radio's 
persuasive selling force? 

To answer this (juestion and to give 
concrete evidence of a sincere desire to 
serve the retail store, KROVV, KSFO. 
KJBS, KQW and KFRC established the 
San Francisco-Oakland (Cal.) Retail 
Radio Its primary })iU'pose is 
to aid in simplilying the }3roblems that 
arise from time to time in the use of 
retail radio broadcasting. 

Here in the Bay Area, it was felt that 
the sale of time alone was not sufficient. 
Sei\icc' to the retailers was to be part 
and parcel of the radio picture. W^ith- 
out service from the broadcasting indus- 
try, the average retailer cannot hope to 
achieve success with radio. 

In San F>ancisco, 27 of the major re- 



tailers are in the habit of spending about 
13,500,000 annually for all types of ad- 
vertising and for its production. When 
the Bureau was established in 1942, the 
entire local broadcasting industry re- 
ceived less than five per cent of the total 
annual retail advertising budget. It 
didn't make sense that a medium of mass 
communication, upon which more than 
90 per cent of the people were increas- 
ingly dependent for news and entertain- 
ment should be given such minor consid- 

A survey revealed that the major re- 
tailers in Oakland and San Francisco ap- 
propriated nearly $500,000 annually to 
maintain their advertising departments 
and to pay the salaries of experts who 
were exclusively trained in the field of 
visual advertising. Virtually none of this 
money was earmarked for radio admin- 
istration and production. No space, 
equipment, personnel or time was set 
aside for even the slightest consideration 
of radio. 

Among these advertising managers, 
few had any practical knowledge of com- 
mercial radio, and 52 per cent of them 
had never been in a radio studio. Fully 
90 per cent top-flight retail executives 
evinced little or no interest in radio as 
a medium of advertising. They knew 
little or nothing about the scope of radio 
or its sales effectiveness as it might be 
applied to the promotion of retail mer- 

On the other hand, radio executive 
and sales personnel were as totally un- 
familiar with the retail scheme as the 
retailers were unfamiliar with radio. 
Lacking specific knowledge, time sales- 
men, for want of something to say, were 
prone to stress confusing survey figures, 
belittle other stations or make absurd 
claims for radio performance which had 
no direct relationship to the retail prob- 
lems they were attempting to solve. 

What are the advantages from our 
combined efforts? Our time salesmen 
are now better acquainted with retail 
problems and methods, and this entitles 
them to greater retail consideration. On 
the other hand, retailers are now evinc- 
ing a serious interest in the Bureau 

activities. Local advertising agencies, 
who have been equally in the dark, now 
call upon the Bureau for trade inionna- 
tion and fundamental ideas which they 
in turn can use in obtaining and servic- 
ing a retail account. 

Does all this have a dollars and cents 
value? Whereas only one large retailer 
in the entire area was maintaining a 
consistent radio schedule prior to the 
formation of the Bureau, six of the lead- 
ing retail establishments are now broad- 
casting on long-term commitments. 
Eleven other large retailers are actively 
exploring the possibilities of radio as a 
retail advertising media. Four stores 
have already appointed advertising agen- 
cies to aid them in their radio activities. 

It can all be put down in nice round 
figures. Prior to the establishment of the 
Bureau, 18 large retailers in this area 
annually spent less than $30,000 com- 
bined for retail radio. In 1943 this same 
group had appropriated over $200,000, 
and most of this business was on substan- 
tial, long-term contracts! 

To keep the 
radio house in 
order for retail 
five radio sta- 
tions pooled re- 
sources, gave 
their blessings to 
the San Fran- 
Retail Radio 
Bureau. To head tJie organization 
they called in genial, twinkly Frank 
Parke Wright. 

While manager Wright is modest- 
ly proud of the Bureau's accom- 
plishrnents, he admits that the goal 
is still a long way off. Lots of water 
will have to run under the bridge 
before there's anything to get chesty 
about! One of the creators of the 
Bureau was KROW, whose pioneer- 
ing experience with the H. C. Cap- 
well Co., and with Kahn's, provided 
some of the groundwork. 

JAN U ARY, 1 944 


Sports Round Table Wins Friends, 
Influences Sporting Goods Buyers 

adio Sits sales 


by SABIN CABELL, President, 
L P. Wood, Inc., Burlington, Vt. 

IT aU came about because the educa- 
tional committee of the Chittenden 
County Fish and Ga7fie Club, Burlington, 
Vt., fek that an educational campaign 
for sportsmen was needed. The fall sea- 
son was only a month away. How many 
hunters actually knew what the daily or 
season limits were for pheasants, par- 
tridge, woodcock, rabbits or squirrels? 
How about the first-year hunter? Could 
something be done to help him under- 
stand proper gun handling and safety 

To meet this situation, WCAX set up 
a four weeks' schedule of weekly quarter- 
hour programs. That was three years 
ago. Before the four weeks were up, the 
time had been extended to 30 minutes. 
It's still a 30-minutc Thursday evening 
program sponsored by L. P. W^ood, Inc., 
sporting goods store. The story of the 
Sportsmen's Round Table was first told 
in the October, 1943, issue of The Sport- 
ing Goods Dealer. It is retold here for 
the benefit of those sporting goods deal- 

ers who wonder 
why L. P. AVooD, 
Inc. decided to 
sponsor a radio 

There are three 
reasons why we 
decided to ven- 
ture into radio 

(1) To keep our 
name before 
the public, al- 
though many 
items ordinar- 
ily carried by 
the store no 
longer are 


food's Sportini ®»^5 


f OPt i '^'^ 

(2) To create good will through the 
use of educational entertainment. 

• (Above) . . . There's more to a broadcast 
than meets the ear. L. P. WOOD, INC., Burl- 
ington, Vt., follows up every angle. Newspaper 
ads, above, tell of the program in advance. Win- 
dow trims, center, catch 
the eye of the passer- 
by. Newspaper public- 
ity, right, publicizes 
contest results and the 
program itself. 

• (Below) . . . Merits 
of golf and tennis are 
probed imder the Keen- 
an guidance. 


(3) To contribute useful information 
to the sportsmen of the community. 

There is no direct method in any type 
of advertising which permits the adver- 
tiser to count the return in dollars and 
cents, but we do have evidence that we 
are building up sales through the pro- 
gram and, something even more valu- 
able, we are building good will for the 

Guests on the show range from lead- 
ing Burlington citizens to well-known 
farmers from the surrounding rural dis- 
trict. Professional man, housewife, htmt- 
er or dog lover, each has a turn before 
the mike. We have tried to make our 
program educational as well as interest- 
ing. Subjects have been as varied as there 
are activities and include various kinds 
of fishing, fly and plug casting, fly tying, 
bird, duck, rabbit, deer, bear and other 
hunting, archery, life saving, gun han- 
dling, photography, camping, cooking 
of game foods, quizzes and many others, 
including some pretty tall tales. 

The program is just what its title im- 
plies, a Sportsmen's Round Table. No 
script is used. An outline of the subject 
is prepared as a guide to bring out cer- 
tain points during the rotmd table dis- 
cussion. While sportsmen depend upon 
the weekly Thursday evening program 
to keep them informed about changes 

in the game laws, and other information 
pertaining to outdoor life, others who 
have never done any hunting or fishing 
follow the 9:30 P.M. discussions. They 
enjoy its informality and learn about 
subjects with which they are unfamiliar. 

Recently one program was devoted to 
life-saving and what to do in water in 
an emergency. Another half-hour cen- 
tered on the proper handling of guns. 
This program brought forth such an 
amazing response from youngsters and 
others who were planning to go into the 
woods for the first time that we sched- 
uled two meetings at our store, during 
which time free instruction was offered 
on the care and handling of firearms. 

Another program resulted in an inter- 
esting bit of competition. We had de- 
voted a broadcast to a discussion of 
archery versus golf as sports. Interest was 
so great that a special archery-golf match 
was arranged, and the golfers won by a 
close margin. 

This summer Ed Keenan, local sports- 
man who conducts the program, organ- 
ized a fishing contest which was directly 
tied-up with our program through a dis- 
play of prizes in our store window, along 
with pictures of the broadcast and par- 
ticipating members. National firms and 
local houses gave prizes for the various 
types of fish. 

JANUARY, 1944 


A feature that has become popular 
with listeners is the weekly telephone 
question. A telephone number is drawn 
b\ one of the guests and the person who 




answers the call is asked a question. 
These questions may pertain to the game 
laws, the names of different fish or ani- 
mals, or some or their habits. These 
questions on subjects familiar to sports- 
men are phrased in such a way as to give 
anyone who answers the call a chance 
to give the correct answer. Be it man, 
woman or child, no one has ever missed 
yet! They generally get help, and when 
they call at the store for their gift, they 
go away smiling. 

Since the program is planned as a 
service to sportsmen, the broadcasts are 
not loaded with commercials. The 
Sportsfneu's Round Table is now known 
to all sportsmen within the WCAX 
radius, and it has fully as many women 
listeners as men. When an advertiser 
builds up that kind of good will, he 
doesn't need long winded commercials! 

• (Left) . . . Extremely popular with the 
radio public is moderator Ed Keenan. A 
local sportsman, he is also active in many 
other community enterprises, is president of 
the Y.M.C.A. 

# (BeloTv) . . . Conductor Ed Keenan dis- 
cusses bicycle riding with this group. 




Address: Radio Showmanship Magazine, 1004 Marquette, 
Minneapolis, Minn. Please enclose 10 cents in stamps for 
each script to cover the cost of mailing and handling. 

'41, p. 
'42, p. 
'42, p. 


Amusements — Your Football Prophet (Ju., *43, p. 236). 
Automobiles — Mr. Yes and No. (Sept., '40, p. 32). 
Auto Supplies — Jack, the Tire Expert (May, '41, p. 

Bakeries- — Musical Arithmetic (Feb., '41, p. 72). 
Bakeries — Southern Plantation (Sept., '41, p. 289). 
Beverages — Pigskin Prevue (Ju., '41, p. 222). 
Beverages — Gardening for Victory (June, '43, p. 200). 
Building Materials — Homers at Home (Feb., '41, p. 

Chambers of Commerce — Clifton on the Air (Jan., 

'42, p. 19). 
Chiropractic — The Good Health Program (Mar.- Apr., 

'41, pp. 110, 112). 
Civic Agencies — Americans All (Nov., '42, p. 395). 
Dairy Products — Junior Town (Dec, '41, p. 136). 
Dairy Products — Kiddie Quiz (Ju., '41, p. 214). 
Dairy Products — Young American's Club (Nov., '40, 

p. 110). 
Dairy Products — Wealth on Wheels (Nov., '41, p. 

Dairy Prodwts — Book Exchange (Mar., '42, p. 96). 
Department Stores — Hardy time (Sept., '40, p. 35). 
Department Stores — The Pollard Program (Aug., '41, 

p. 238). 
Department Stores — Woman's Hour (June, '41, p. 

Department Stores — Down Santa Claus Lane (Oct., '41, 

p. 326). 
Dei>artment Stores — Billie the Brownie (Oct., '41, p. 

Department Stores — The Waker-Uppers (Dec, 

Department Stores — Chimney Express (Oct., 

Department Stores — B & M Messenger (Dec, 

Department Stores — Ahead of the Headlines (Sept., '43, 

p. 318). 
Dry Goods — Patterns in Melody (Dec, '42, p. 423). 
Drug Stores — Five Years Ago Today (Dec, '40, p. 

Farm Supplies — Feed Lot Question Box (Nov., '41, p. 

Farm Supplies — Our Citv Cousins (Aug., '42, p. 277). 
Finance — Jumping Frog Jubilee (Aug., '41, p. 253). 
Finance — Saga of Savannah (June, '41, p. 187). 
Finance — Soelling for Defense (Ma-., '42, p. 97). 
Finance — We Ho'd Thee Truths (Feb., '43, p. 59). 
Finance — Future Unlimited (Jan., '44, p. 26). 
Flowers — An Orchid to You (Sept., '40, p. 35). 
Fuel — Smoke Rings (Dec, '40, p. 126). 
Furs — Co'-ktail Hour (Aug., '41, p. 258). 
f Mrs— -Hello Gorgeous (Jan., '42, p. 32). 
Gasoline — Home Town Editor (Oct., '40, pp. 73, 74). 
Gasoline — PDQ Quiz Court (Dec, '40, p. 134). 
Gaso/iMc— Your Safety Scout (Apr., 42, p. 130). 
Groceries — Food Stamp Quiz (Sept., '40, p. 33). 
Groceries — Matrimonial Market Basket (Dec, '40, p. 

Groceries — Mystery Melody (Sept., '41, p. 290). 
Groceries — Mystree Tunes — (June, '41, p. 163). 
Groceries (Wholesale) — Hoxie Fruit Reporter (Jan., 

'41, p. 34) 
Groceries (Wholesale) — Market Melodies (Oct., 

pp. 73, 74 ^ 
Groceries (Wholesale.) — Women's Newsreel of 

Air (Oct., '40, p. 65). 
Groceries (Wholesale) — Kitchen of the Air (Jan., 

p. 25). 
Hardware Stores — Dr. Fixtt (Nov., '41, p. 360). 
Home Furnishings — Songs Our Soldiers Sing (June, 

'43, p. 196). 
Laundries — Rock-a-bye Lady (Feb., '41, p. 47). 
Laundries — Lucky Listeners (Feb., '43, p. 44). 
Men's Wear — Hats Off (June, '41, pp. 178, 183). 

JAN U ARY, 1 944 

Men's Wear — Press Box Quarterback (Ju., '42, p. 

Music Stores — Kiddies' Revue (Oct., '41, p. 306). 
Newspapers — Do You Know the News (Apr., '42, p. 

Optometry — Good Morning, Neighbors (Jan., '41, p. 

Participating — Clues for Christmas (Oct., '42, p. 348). 
Public Utilities — Light on the Weit (Nov., '42, p. 

Restaurants — Dollars or Dinners (June, '43, p. 208). 
Shoes — Campus Reporters (Aug., '41, p. 251). 
Shoes — Mr. Fixer (June, '41, p. 148). 
Shoes — Tick-Tock Story Time (June, '42, p. 207). 
Sporting Goods — Alley Dust (June, '41, p. 177). 
Sustaining — Calling All Camps (Oct., '41, p. 310). 
Sustaining — King Contest Club (Mar., '43, p. 93). 
Taxi Cabs — California Story Teller (Apr., '42, p. 132). 
Women's Wear — Melodies and Fashions (Nov, '40, 

p. 112). 


Sam Adams, Your Home Front Quartermaster (Nov., 

'43, p. 393). 
Adventures with Admiral Byrd (June, '42, p. 212). 
Air Adventures of Jimmie Allen (Apr., '43, p. 127). 
American ChaHenge, The (June, '43, p. 202). 
Ann of the Airlanes (June, '42, p. 212). 
Betty and Bob (Oct., '40, p. 53; Mar., '43, p. 79). 
Captains of Industry (Sept., '41, p. 284; Mar., '43, p. 

Cinnamon Bear (Oct., '41, p. 315; Oct., '43, p. 355; 

Nov., '43, p. 289). 
Dearest Mother (Nov., '41, p. 354). 
Doctors Courageous (Ju., '42, p. 230). 
Dr. Mac (Aug., '42, p. 276). 
The Enemy Within (Jan., '41, p. 18; Mar., '43, p. 

E'e-Wit^ess News (Dec, '42, pp. 410, 428). 
Famous Mothers (Sept., '43, p. 320). 
Flying for Feedom (Aug., '42, p. 278). 
Forbidden Diary (May, '42, p. 173). 
Fun With Music (June, '41, p. 162). 
Getting the Most Out of Life Today (Ju., '41, p. 

196; Mar., '43, p. 100; June, '43, p. 207). 
I Am An American (Feb., '42, p 64; June, '42, p. 

Impe iai Leider (May, '42, p. 175; Mar., '43, p. 85). 
Korn Kobblers (Nov., '43, p. 376). 
Let's Learn Spanish (Sept., '43, p. 320). 
Let's Take a Look in Your Mirror (June, '42, p. 204). 
Little by Little House (May, '41, p. 128). 
Manhunt (Jan., '44, p. 33). 
Modern Romances (Nov., '43, p. 393). 
The Name You Will Remember (Feb., '43, p. 60). 
Notes of Love (Mar., '43, p. 100; May, '43, p. 260; 

June, '43, p. 212). 
Donald Novis (Mar., '43, p. 78; p. 92). 
One for the Book (June, '42, p. 213). 
Radio Theatre of Famous Classics (Apr., '42, p. 135). 
The Shadow (Mar., '43, p. 86). 

Songs of Cheer and Comfort (June, '42, p. 213). 
Sons of Freedom (Jan., '43, p. 33). 
Sunday Players (Dec, '41, p. 388). 
Stella Unger (Feb., '41, p. 56). 
Streamlined Fairy Tales (Mar.-Apr., '41, p. 90; June, 

'42, p. 186; Oct., '42, p. 344; Dec, '42, p. 425). 
This is America (June, '42, p. 211; Apr., '43, p. 136). 
This Thing Called Love (May, '42, p. 155; Mar., '43, 

p. 100). 
Time Out with Allen Prescott (Ju., '43, p. 236). 
Touchdown Tips (Ju., '41, p. 218; Ju., '42, p. 230). 
Through the Sports Glass (Jan., '44, p. 33). 
Twilight Tales (Dec, '41, p. 382). 
Voices of Yesterday (Mar., '42, p. 88). 
The Weird Circle (Sept., '43, p. 321). 






RADIO SHOWMANSHIP welcomes unusual photo- 
graphs of merchandising stunts used by businessmen to 
promote listener interest in their radio programs. 

There's Work to Be Done 

• (Left) . . . Getting ready today 
for the Future Unlimited is In- 
dustrial Federal. (For story on this 
KOA series, see Airing the New, 
p. 26). 

• (Below) . . . Target for To- 
night hits the KFBB airwaves be- 
fore a USO audience, Great Falls, 
Mont. Merchandise prizes (left) 
for winners provide the incentive. 
(For story, see Showmanship in 
Action, p. 29). 



• (Left) . . . Farm edi- 
tor and manager of 
KMBC Service Farms 
Phil Evans interviews 
prize winners in an essay 
contest on how best the 
new farm can serve rural 
Heart of America. Win- 
ners received War Bonds. 
Interviews originated 
from KMBC studios, 
Kansas City, Mo. 

. . . Radio Goes to Town 

• (Right) ... By children for children is the WWL quarter- 
hour of dramatized fairy tales for juvenile listeners in New 
Orleans, La. It's Buddy's Book Corner. Boy in the corner is 
Buddy Rodrigue who acts as narrator on the Saturday morn- 
ing show. 

• (Below) . . . Returned heroes take to the air over KDYL 
in Mission for Tonigftt, pay tribute to their native bailiwicks. 
(For story, see Airing the New, p. 27). 

AN U AR Y, 1944 



Shows cut to fit a pattern for 
sponsorship are presented here. 

Merchants' Associations 

can't live on Lullaby Lane, but anyone 
can make his own address attractive in- 
side and out. Merchants in Trail, B. C, 
anxious to help brighten the corners got 
together on CJAT in a city wide Clean- 
up Campaign. Popular musical selec- 
tions plus handy household hints were 
used on a daily half-hour staggered 
schedule for two weeks. Each sponsor 
was provided with a window card an- 
nouncing his sponsorship: "We are 
sponsoring Trail's Paint-up— Clean-up 
Campaign, Get your cleaning needs 
from us. For details, tune to CJAT." 
Merchants particularly reported a gen- 
eral quickening in the paint trade. 

PATTERN: Here is a sample continuity. 



ANNCR: There is an air of friendliness 

About a home, wheie cleanliness 

Adds an extra touch of beauty 

To a fine Spring day! 

And there's a heap of truthfulness 

About a painter's usefulness, 

And the fact we all acknowledge — 

7'hat grime does not pay! 

And that ends our veisc — 

Except for one more line — 

Get out your paint brush, 

Make this District shine! 
ANNCR: Leading merchants throughout this district 

co-ope:ate to bring you this transcribed program 

featuring Dinah Shore, Barry Wood and the King 

Sisters. (Names of sponsors.) 
ANNCR: These leading merchants bring you the 

leading popular singers of the day, PLUS handy 

hints on how to brighten the corner where you 

live. Dinah Shore sets the theme for us . . . 

establishing her residence 

at Number 10, Lullaby 



ANNCR: We can't all live 
on lullaby lane . . . but 
we can make our own ad- 
dress an attractive one, in- 
side and out. Right in 
your own district, mer- 
chants aie piepaied to sup- 
ply you with . . . (items). 
Let's get together and pre- 

pare for Spring . . . when the roses arc in bloom 
. . . and there are Magnolias, in the moonlight. 

LIGHT . . . 

ANNCR: Sometimes it's well to remember our good 
fortune ... to remember that it is only because 
of the empire's fighting sons that we have homes 
to go to. Coventry and Rotterdam had skies like 
ours . . . but their homes were lost to them. 
Let's get the best out of our homes . . . give 
them the attention they deserve. . . . The King 
Sisters paint a picture of a land less fortunate than 
ours with their song . . . MY SISTER AND I. 


ANNCR: One of man's greatest treasures is the pow- 
er to remember . . . and one of the greatest mem- 
ories any man can have ... is the memory of his 
old home. In these changing days, it's a memory 
to cling to. Be sure that your home retains its 
freshness. Perhaps, somewhere, where homes are 
merely receiving spots for bombs and shrapnel, 
your house or cottage, your neatly cropped hedge 
or your rose bv-shes, are providing a memory for 
someone. Be sure that when the happier days re- 
turn, and the boys come back again . . . they'll 
find a home they'll be proud of. Barry Wood has 
the right idea . . . singing, THIS CHANGING 


ANNCR: Yes ... in this changing world . . . one 
thing to cling to is the love of family and home. 
If every woman realized what a little effort can do 
in making home a better place, a cleaner, neater, 
brighter place . . . this clean-up, paint-up cam- 
paign would be sure to succeed. How about it, 
ladies . . .? Take a look around your home right 
now. That feminine eye for beauty of yours can 
find a room or two that can be beautified. ... A 
beautiful home will enhance your own appearance, 
too. And then, as Dinah Shore suggests . . . 
you'd be ... SO NICE TO COME HOME TO. 


ANNCR: The best way to tackle a paint-up, clean-up 
job, is to get organized before you start. Get a 
pencil and piece of paper and uke an inventory 
of your home and yard. Your notes might read like 

1st) Yard . . . rake lawn . 
on fence, paint front porch. 
2nd ) Floors . . . replace kitchen linoleum. . . . 
3rd) Shine windows . . . and wash curtains. Get 
set of Venetian blinds for front room. . . . 
Make a list . . . even if your needs are limited. 
Then hold a family conference and farm the jobs 
out. If everyone lends a hand . . . they'll all en- 
joy the finished product. What's more . . . you'll 
have the jobs all finished, and you'll be ready to 
give all your time later on to 
the more pleasant task of 
looking after your garden, 
when the roses bloom again. 


ANNCR: He-e's today's edition 
of helpful hints for your own 
household clean-up cam- 
paign! Number one! 


ANNCR: To remove stains and 

repair broken place 



bring back the polish to your stove use half a 
lemon. Rub it over the top of the stove and then 
polish with a dry cloth. Lemon can also be used to 
bring back the lustre on copper tubs or kettles. 


ANNCR: When hanging fresh curtains . . . here's 
a handy little trick. You know how the rods some- 
times catch and tear the cloth. Try tieing a little 
bit of wax paper over the end of the rod, and it 
will then slide into the curtain slick as a whistle 
without catching or tearing! 


ANNCR: Do you find your silverware tarnishes rap- 
idly? Try putting a little bit of camphor gum in 
your silverware drawer ... it will stay brighter 
.... longer! 

And that's our army of household helpers for to- 
day. Here's Barry Wood to inspire you to greater 
home-brightening efforts with a song . . . COUPLE 

ANNCR: Tune in Monday at 9:00 P.M. when you'll 
hear another in a series of broadcasts presented in 
the interests of a brighter, more attractive commun- 
ity, by (sponsor list). 

AIR FAX: First Broadcast: March, 1943. 

Broadcast Schedule: Daily, 30-minutes, staggered 

Sponsors: Lazareflf 8C Co., Wagstaff Hardware, Hud- 
son's Bay Co., Merry Lumber Co., Trail Mercantile, 
Tonelli's Grocery, Wilmes Hardware, Trail, B. C; 
Davis Store, Fruitvale; Hunter Brothers, and Mc- 
Teers Hardware, Rossland; West's Store, Castelgar. 
Station: CJAT, Trail, B. C. 
Power: 1,000 watts. 
Population: 12,000. 

COMMENT: When it is cooperatively 
shared, the cost load isn't heavy. Each 
individual sponsor here shares in the 
business increase. Staggered schedules 
reach a diversified audience that help 
achieve the goal for business promotion. 


New radio programs worth reading 
about. No result figures as yet. 



was when folding money on the line saw 
the delivery of a new family jalopy. 
Time was when Sunday was the cross 
country gad-about day. While the neces- 
sities of war have put a stop to all that, 
who doesn't Remember with Floretta, 
the KHJ girl of a thousand memories 
for Los Angeles, Cal., listeners? Three 
times a week nostalgic music of the good 
old days is brought to KHJ listeners by 
Art Frost, authorized De Soto-Ply- 
mouth distributor, Glendale, Cal. Com- 
mercial hook to the musical line: auto- 
mobile sales, both of new and used cars. 
Memory of things past is brought in- 
to crystal clear focus through the medi- 
um of old familiar music. Listeners are 
asked to contribute letters recounting 
memories that best loved songs bring 
back. Letters are read in part or in full, 
give credit where credit is due, namely, 
to the listener-contributor. Path down 
which most listeners tread is toward the 
golden days of childhood. 

While sponsor Art Frost took a one- 
year radio vacation. Remember With 
Floretta was the first step in a campaign 
to keep 'em remembering. Series is de- 
signed to build the sale of used cars to- 
day, new models in the future. 

AIR FAX: The dulcet tones of Floretta, and the me- 
lodic strains of familiar music are the duo which woo 
the sales muse. 

First Broadcast: September 6, 1943. 
Broadcast Schedule: M-W-F, 4:45-5:00 P.M. 
Preceded By: The Johnson Family. 
Followed By: News. 

JANUARY, 1 944 


sponsor: Art Frost, Glendale, Cal. 

Station: KHJ, Los Angeles, Cal. 

Agency: Lockwood-Shackelford Adv. Agcy. 

COMMENT: ^\llile automobile advertis- 
ing \vas among the first to fall by the 
wayside at war's outbreak, this same in- 
dustry was among the first to take a leaf 
from the pages of the first World War, 
stage a come-back into the channels of 
radio advertising. 


BOEING HOUR Up in the air as to how 
to recruit desperately needed war work- 
ers for its Seattle, Wash., plant was 
Boeing Aircraft until it took to the air 
over KOMO with a weekly half-hour fea- 
ture. While the Boeing flight in its radio 
propelled drive for workers reached the 
listener target, plant officers found that 
prospective workers weren't the only 
cargo Boeing appeals carried. Public re- 
lations soared with the human interest 
anecdotes about the people who build 
flying fortresses, and scries now ranks at 
the top for local radio productions. 

With emphasis on semi-classical music, 
the program features Bob Harvey and a 
20-piece orchestra. Dramatic, true-to-life 
stories from ''inside Boeing's" provide 
the spark that keeps the good will mo- 
tors turning. 

AIR FAX: Produced by KOMO's John Pearson, the 
show is written by Boeing's KIRO radio-trained Al 
Amundsen, narrated by Boeing's public relations man 
Bill Sandiford. 

First Broadcast: Tuesday, August 17, 1943. 
Broadcast: Tuesday, 9:30-10:00 P.M. 
Preceded By: Salute to Youth. 
Followed By: News. 
sponsor: Boeing Aircraft. 
Station: KOMO, Seattle, Wash. 
Power: 5,000 watts. 
Pop elation- 4'52,637. 
Agency: N. W. Ayer. 

COMMENT: With the influx: of new 
workers into already crowded commun- 
ities, manufac turers engaged in war work 
lace a public relations problem that is 
liisloi i{ ally iini(|ue. Unless })i()du( lion 
is to sillier, bolh jjiiblic and employee 
relations must be kept tuned to the per- 
lec 1 j>il(li. With programs of this kind, 
one slonc docs lor two birds. 



leave a friend in the lurch is the Hol- 
suM Baking Co., Springfield, O. To local 
grocers Holsum is a friend in need in 
its weekly qtiarter-hour feature over 
VV'IZE. In its musical tribute, Holsum 
has but one intent and purpose, namely, 
to plead the cause of the neighborhood 
grocer to the public. Example: 

"Imagine yourself in his shoes . . . 
you have your hands pretty full, don't 
you, with food shortages, rationing 
and impatient customers. Anyway you 
look at it, it's a difficult job these days, 
but your grocer is doing everything 
he can to supply you 
with your share. So 
try to help him out. 
Your cooperation zuill 
help a lot." 

To build consumer 
preference Holsum ptus 
in a good word for its 
product, reminds listen- 
ers that bread is not ra- 
tioned, is a victory food. 
Slogan that gives listeners something by 
which to remember sponsor: "Don't say 
Bread, say Holsum." Mention in WIZE 
ads and letters to Springfield area gro- 
cers put both dealer and consumer hep 
to the musical offering. 

air FAX: Music of popular appeal is the program's 
staflf of life. 

First Broadcast: August 15, 1943. 
Broadcast Schedule: Sunday, 1:00-1:15 P.M. 
Preceded By: News. 
Followed By: Victory Tabernacle. 
Sponsor: Holsum Baking Co. 
Station: WIZE, Springfield, O. 
Power: 250 watts. 
Population: 70,662. 

COMMENT: On the horns of a two- 
horned dilema are most advertisers 
whose products are distributed through 
dealers. The trick is to build dealer 
good will and to establish consumer 
prelereiue at one and the same time. 
Here is an inexiJensive-to-produce series 
whic h does just that. Dealer helps of this 
kind represent a type of progressive ad- 
vertising thought that food manufactur- 
ers are stressing today. 

^ %^ 

A ^ 




SOLDIER SALUTE Fortunes of war may 

carry men in the service to any part of 

the globe, but, to take a leaf from the 

Coca Cola ad campaign, "Have a Coke" 

has become a universal 

language. Speaking in 

the language of the 

homefolks in its WIZE 

weekly feature is the 

Springfield (O.) Coca 

Cola Bottling Co. 

In its Soldier Salute, sponsor pays a 
weekly tribute to its ex-employees now 
in mufti. Each week the spot light brings 
some one Springfield fighter up stage to 
take his bow before the public. That the 
public is in its seat, anxious to break in- 
to applause is indicated by the number 
of station telephone calls each week be- 
fore the broadcast from those who want 
to know who rates the kudos. 

Sign-off unites home and battleground 
in one solid front. Example: 

"It may be that will hear this 

tribute from his fellow workers at the 
Springfield Coca Cola Bottling Co. 

Carry on, .' Coca Cola will be 

with you all the way, providing the 
welcome pause that refreshes every- 
where, bringing you a happy remem- 
brance of home in canteens and serv- 
ice clubs overseas, giving you a friend- 
ly high sign that overcomes barriers of 
foreign languages where ever you are." 

AIR FAX: A musical salute to the soldier boy is in- 
cluded on each of the ten-minute features. 
First Broadcast: September 19, 1943. 
Broadcast Schedule: Sunday, 10:20-10:30 P.M. 
Preceded By: Something to Think About. 
Followed By: Music. 

Sponsor: Springfield Coca Cola Bottling Co. 
Station: WIZE, Springfield, Ohio. 
Power: 250 watts. 
Population: 70,662. 

COMMENT: Hitting on all eight is a 
program which builds a product and 
does a public relations job at the same 
time. With a relatively simple format, 
sponsor here does just that. It's a pro- 
gram that could be adapted for almost 
any business. Programs with a patriotic 
motif perform a valuable wartime serv- 
ice, and advertisers find them high in 
mike appeal. 


SPICE BOX Made of sugar and spice, 
everything nice for advertisers is the 
WHAI daily Spue Box. While house- 
hold suggestions, recipes, etc. give bulk 
to this tested recipe for winning femin- 
ine listeners, book reviews, charm and 
beauty tips add the dash of spice. Blend- 
ed together, the various ingredients 
make the Spice Box a must for femin- 
ine listening in Greenfield, Mass. Indi- 
vidually, each program unit gives spe- 
cific sponsors a hook for commercial mes- 
sages. Book review section made a place 
in the sun for book publishers. For drug 
stores, cosmetics, others in related fields, 
the charm and beauty department is a 

Marked was the increase in the sale 
of Vitamin D milk when the Greenfield 
Dairy became a Spice Box host. 

AIR FAX: Spontaneous banter between program direc- 
tor Ann Erickson and the announcer keeps the pro- 
gram in the lighter vein. 
First Broadcast: June, 1941. 

Broadcast Schedule: Monday through Friday, 9:45- 
10:15 A.M.; Saturday, 11:00-11:30 A.M. 
Preceded By: News. 
Followed By: Music. 

sponsor: Fruitland; Harvey Baking Co.; Solomon 
Market; Shattuck Park Grocery Store; Koch Grocery; 
Fish's Bakery; Greenfield Dairy Co. 
Station: WHAI, Greenfield, Mass. 
Power: 250 watts. 
Population: 15,672. 

COMMENT; National advertisers with- 
out niunber have found the woman's 
participation program the best bet for 
mass acceptance of their products. What 
works for national accounts works equal- 
ly well for the local sponsor whose ad- 
vertising budget has a crimp in it. An 
established announcer, real program 
content and limitation of the number 
of parti-sponsors are what it takes for 

Department Store 

may be without honor in his own coun- 
try, but heroes are made of sterner stuff. 
In Denver, Col., KOA listeners are on 
hand to give Heroes of the U. S. Navy 
a rousing welcome. First half of the 30- 

JANUARY, 1 944 


minute weekly broadcast under the spon- 
sorship of the May Comp.\.xy, Denver 
department store, is transcribed. Present- 
ed are stories of famous U, S. Naval 
heroes of the past whose exploits still 
live in history. In the last half of the 
program, young Americans in this pres- 
ent world conflict keep company with 
Decatur, Jones, Perry, others of that 
fighting calibre. 

Featured in the live broadcast are 
Den\er boys home on leave. To clinch 
reality, stir the listeners' patriotic fervor, 
the returned hero usually appears in per- 
son. Whether or not Den\ er's own heroes 
participate in the dramatizations of their 
own heroic exploits, all episodes are at 
the boiling point in drama, suspense and 
action. The same general format is fol- 
lowed each Tuesday evening. Following 
the transcribed portion of the program, 
a line announcement on recruiting or 
specific help needed by the Navy is made 
in behalf of the U. S. Navy. 

A\ hile the May Company is the only 
official distributor in the Denver area 
for the Naval 
Officers Uni- 
form Service, 
the series is pre- 
sented for its in- 
stitutional val- 
ue. Commercials 
hue to the insti- 
tutional line. 

air FAX: Script for 
the live dramatiza- 
tion is written by 

KOA's sales and program coordinator J. Bert Mitch- 
ell, Jr. Production and direction is supervised by T. 
Ellsworth Stepp. Mike barrage is handled by an- 
nouncer Jack Hitchcock. 
First Broadcast: September 7, 1943. 
Broadcast Schedule: Tuesday, 6:00-6:30 P.M. 
Preceded By: News. 

Followed By: Horace Heidt's Treasure Chest. 
Sponsor: May Co. 
Station: KOA, Denver, Col. 
Power: 50,000 watts. 
Population: 303,273. 

COMMENT: Sponsor here helps fan the 
flames of national patriotism, keeps the 
embers of local j)ri(le glowing in a time- 
ly series with all-family a])peal. Institu- 
tional oderings of this kind build up tre- 
mendous audiences in split-second liiiu', 
reaj) a rich good will harvest. 


FUTURE UNLIMITED While there's no 
end to things that must be done today, 
men of ^'ision also look to the future. In 
Denver, Col., KOA listeners look to the 
Future Unlimited with the Industrial 
Federal Savings & Loan Ass'n. Facts on 
new inventions, news of new and help- 
ful aids to better living, and information 
on the forward progress of science are 
interspersed between transcribed tunes 
of a light, familiar nature. 

Commercials urge listeners to look to 
the future with Industrial Federal, 
give the reasons why financial seciuit\ 
and Industrial Federal are synony- 
mous. Example: 

"More than 6,500 savers are using In- 
dustrial as the best place for their 
funds because they knoiv that Indus- 
trial is safe, has never missed paying 
a semi-annual dividend, and pays the 
highest dividend possible consistent 
witli safety. Industrial is convenient 
for adding to, or withdrawing from 
your account . . . either in 
person or via tJie mail. And 
last, but very important , 
Industrial gives savers 
friendly, appreciative serv- 

When Industrial Fed- 
gned on the dotted line for 
Unlimited, the new series repre- 
loiunh consecutive year renew- 
al. Quarter-hour feature is heard six 
times weekly at 8:15 A.M. Industrial 
Federal points up the fact that money 
saved today will enable listeners to take 
advantage of the modern aids to comfort- 
able living which the futine promises. 

Promotionotions: Industrial Federal 
uses a window display in the KO.V-NBC 
Building lobby. Regular KOA promo- 
tion for advertisers consists of placards 
on the entire fleet of Yellow Faxicabs; 
screen trailers in Fox-Denver and Imer- 
Mountain Theatres, plus Irecjueiu 
courtesy annoinicements. (Combined tlie 
promotional elloits keej) the tune-in 
high, increase the prestige of Indus i rial 
ll 1)1 K \i. 



AIR FAX: Announcer 
Jack Hitchcock han- 
dles the show. Mu- 
sical selections are 
Thesaurus records. 
First Broadcast: 
September 27, 

Broadcast Schedule: 
Monday through 
Saturday, 8:15- 
8:30 A.M. 
Preceded By: 
Your Musical 

Followed By: 
Rainbo Musical 

Industrial Federal 
Savings 8C Loan 

KOA, Denver, Col. 
Power: 50,000 watts. 
Population: 303,273. 

COMMENT: Finance has a chance to 
do a public relations job by paving the 
way for postwar tasks and industrial re- 
conversion. Advertiser here is at the 
head of the procession. (For pic, see 
Showmanscoops, p. 20). 


MAJOR BULLMORE When Stoopnagle 
and Biidd were on the air in Buffalo, 
N. Y., a local competitor over AV'KB\\^ 
was Major Bidbnore. AV^hile Major An- 
drew J. Bullmore, president of the myth- 
ical Republic of Coma, general manager 
of radio station WHOOPS, Chairman 
of the board of Bullmore Enterprises, 
Ltd., C.O.D., 2% for cash, went into a 
sudden eclipse, a revival of the feature 
sees him once more living in the style 
to which he has been accustomed. 

The tw^o character show casts Bull- 
more and his secretary Adele Twittle- 
pater in a variety of comedy situations. 
While each episode is self contained, 
there is a general theme carry-over from 
one broadcast to the next. Scripted by 
former Colonel Stoopnagle and Budd 
script writer Addison F. Busch, the series 
is built in comic relief. 

AIR FAX: First Broadcast: November 1, 1943. 
Broadcast Schedule: M-W-F, 4:45-5:00 P.M. 
Preceded By: Music. 
Followed By: Fun with Dunn. 
Station: WKBW, Buffalo, N. Y. 
Power: 50,000 watts. 
Population: 613,506. 

COMMENT: Definitely the networks 
don't have a monopoly on comedy fea- 
tures but it's a field that hasn't been 
sufficiently cultivated locally. Given a 
well written script produced within the 
cost limitations of tlie regional adver- 
tiser, a program of this nature can do 
a bang-up job locally. To the credit of 
the series here is the small cast require- 


of the Mission for Tonight is something 
that KDYL listeners. Salt Lake City, Ut., 
don't know until the weekly half-hour 
feature takes off. Under the direction of 
the Public Relations Office of the Salt 
Fake City Army Air Base, Mission for 
Tonight is an all Army show consisting 
of an orchestra, actors and returned air 
heroes. A different city in the United 
States is selected each week as the Mis- 
sion for Tonight, and the program is 
dedicated to that particular city. Flesh 
and blood to the feature is the presenta- 
tion of a hero returned from some battle 
area whose home town is the one hon- 
ored on the broadcast. 

Turn-out of army men anxious to see 
the broadcasts keeps the S.R.O. sign up 
in the Army Air Base service club. Series 
presents in dramatic form the part the 
air corps plays on far flung battlefields, 
features snappy music designed to please 
the martial ear. 

AIR FAX: Bombardment was con- 
ceived by assistant public rela- 
tions officer, ex-radioman Paul 

First Broadcast: October 2, 1943. 

Broadcast Schedule: Saturday, 
6:00-6:30 P.M. 

Preceded By: Noah Webster 

Followed By: Orchestra. 

Station: KDYL, Salt Lake City, 

Power: 5,000 watts. 

Population: 238,506. 

COMMENT: No little contribution to 
the war effort are radio offerings of this 
kind. With such programs radio and its 
advertisers build army and homefront 
morale. (For pic, see Showmanscoops, 
p. 21.) 

JANUARY, 1 944 



Promotions and merchandising stunts that 
will lift a program out of the ordinary. 

Department Stores 

Brothers, Philadelphia, Pa., department 
store, it isn't enough to know what are 
the favorite songs with servicemen. It 
also wants to know why. To get the an- 
swer, Gimbel's passes out cigarettes and 
candy on its thrice weekly quarter-hour 

Featured on the evening show are re- 
quest songs and melodies to please the 
serviceman's fancy. Songs are those fa- 
vored either by servicemen, or their fam- 
ilies and sweethearts. To the writers of 
the three best letters of no more than 
100 words telling why a particular tune 
is best liked go, (1) a two-pound box of 
candy for wife, sister, mother or sweet- 
heart, and (2) two cartons of cigarettes. 

Built to prorriote Gimbel's 
Young Budget Shop for Junior 
Misses, the show got Gimbel's 
blessings and a good send-off. 
A window display promoted 
the series, and blanks were 
available in the Young Budget 
Shop for liandy letter-writing. 

AIR FAX: To promote its Fabric Center, 
Gimbel's also scheduled a Radio Sewing 
Class. Air class meets six times weekly 
in early afternoon, will continue for an 
indefinite period. 

First Broadcast: October 10, 1943. 
Broadcast Schedule: S-T-F, 10:15-10:30 P.M. 
Sponsor: Gimbel Brothers. 
Station: WIP, Philadelphia, Pa. 
Power: 5,000 watts. 
Population: 1,072,545. 

COMMENT: Sponsor here practices one 
of the fundamental-for-radio-success pre- 

cepts for department stores. Department- 
alized radio, giving each program a spe- 
cific job to do, has sold many a not-so- 
sold department store executive on the 
airlanes. Institutional efforts can be co- 
ordinated with departmentalized radio, 
and showmanship does the rest. 

Drug Products 

VICKS NEWS When Vicks bought time 
on KTHS, Hot Springs, Ark., the matter 
didn't rest there. Out w^nt letters to 
dealers throughout the KTHS sales area 
giving details of the quarter-hour noon 
news on a thrice weekly schedule. Count- 
er cards for drug store display, plus per- 
sonal calls on dealers were also a part 
of the package. 

Dealer letter was designed to build 
good will for Vicks Vaporub and Vicks 
Va-tro-nol, went hand-in-glove with the 
radio program built to establish consum- 
er and distributor preference. In addi- 
tion to time-and-station data, letter told 
dealers how they could profit from the 
Vicks sponsorship. Example: 

''You can get some swell added busi- 
ness for your store if you give Vicks 
Vaporub and Va-tro-nol extra display 
. . . keep a few packages on a good 
counter . . . put some in your xuin- 
dows . . . and then see if your sales 
this year on these two products 
don't Jiit a new liigh." 

Follow-up dealer letter with 
counter card included suggests 
that dealers place the 41/2x6 
inch card on the back of the 
(ash register, under the change 
(ounter glass or in the window. 

air FAX: Veteran mike-man and news- 
paper reporter Frank A. Browne doubles 
in brass, is the KTHS program director, 
also handles this show. 

Broadcast Schedule: M-W-F, 12:00-12:15 P.M. 

Preceded By: National Farm and Home Hour. 

Followed By: Dixie Mountaineers. 

Sponsor: Vicks. 

Station: KTHS, Hot Springs, Ark. 

Power: 10,000 watts. 

Population: 21,370. 

COMMENT: Radio programs give na- 
lioiKil ad\ciiiscis something to write 



home about and these letters to the 
home markets are an important part of 
a coordinated advertising effort. Adver- 
tisers have come to realize that the pur- 
chase of radio time is only the first step. 
To guarantee success in double-step 
time, it is important to back up a radio 
offering with plenty of merchandising 
and promotion. 

Drug Stares 

for the Hamilton Rexall Drug Store, 
Great Falls, Mont.: do quiz 
shows pull audiences, sell 
merchandise? The answer 
comes up to a thousand 
strong when Hamilton 
Rexall lines up the sights 
on its Target for Tonight 
over KFBB. Between 500 
and 1,000 people jam-pack 
the local USO for a chance 
to participate in an infor- 
mal pre-broadcast quiz, and a first hand 
gander at the 30-miniUe show in action. 
Military quiz from the USO stage fea- 
tures a quiz fight-to-the-finish between 
two picked teams of soldiers. Each four- 
man team represents individual Air 
Force installations. Teams alternately 
ward off the barrage of questions. Con- 
test between the two rival fields carries 
on from week to WTek. 

As the contestant approaches the mic- 
rophone, he draws a number from a 
sack. AVith numbers ranging from one 
to 300, the size of the numeral deter- 
mines the relative difficulty of the ques- 
tion to be popped. A correctly answered 
Incendiary question is worth 100 points. 
A team that successfully handles a De- 
molition question is 200 points to 
the good. A Block-buster question 
is worth 300 points. Examples: 

Incendiary Question: "In 
what country is Mandalay 
famed in song?" A.— Burma. 

Demolition Qiiestion: "What 
war President was by profession 
a college president?" A.— Wood- 
row Wilson. 

B lock-busier Qii estion : 
"What was the first in- 
dication Robinson Cru- 
soe found that his island 
was inhabited?" A.— 
Footprint on the sand. 

Team that drops the 
greatest weight of bombs, 
ie, successfully answers the 
greatest number of ques- 
tions, piles up the most points, gets the 
honors. It isn't only a great big hand 
from buddies in the audience that the 
winners rate in Target for Tonight. 
Winners take their pick of sponsor fur- 
nished prizes. \Vhat the losers put in 
their pipes, smoke: free movie passes 
(also given to winners) and packages of 

Catch as catch can, the show is unre- 
hearsed. To establish identity of contest- 
ants, quiz-master Le Roy Stahl directs 
questions in the first round to each mas- 
ter brain on his work in the Air Forces, 
his previous civilian experiences, and 
about his home town. AV^hen an answer 
connects with target, there's a loud 
boom. An equally loud razzberry follows 
a miss. 

Commercial copy is cut from the in- 
stitutional cloth, and while no direct 
merchandising appeals are made, spon- 
sor has noticed a marked increase in 
soldier trade since Target for Tonight 
became the AVednesday night rendevous 
for the men in uniform. 

AIR FAX: Announcer George Chance aims the com- 
mercials and program announcements, makes certain 
each hits the listener target. 
First Broadcast: August 4, 1943. 
Broadcast Schedule: Wednesday, 8:30-9:00 P.M. 
Preceded By: Great Moments in Music. 
Followed By: News. 

Sponsor: Hamilton Rexall Drug Store. 
Station: KFBB, Great Falls, Mont. 

Power: 5,000 watts. 

Population: 29,928. 

COMMENT: Proof of the radio 
iorniula that a good local show 
embodying a good idea well car- 
ried out will gain listener accept- 
ance and sell merchandise are 
programs of this kind. Series here 
builds soldier morale. (For pic, 
see Shoxomanscoops, p. 20.) 

JANUARY, 1944 




Results based on sales, mails, 
surveys, long runs and the 
growth of the business itself. 

Drug Products 

up girl for Chicago radio listeners is 
Jenny Lou Carson. Her buddies share 
the limelight, and returns from an offer 
made on two broadcasts convinced Wait- 
Cahill Co. that Jenny Lou was the sales- 
pin-up girl for its Green Mountain 
CoiGH Syrup. Jenny Lou wrote, read lis- 
teners a poem Jiist for Mom. To those 
who wanted the verse, she offered auto- 
graphed copies. Within the next few 
days the pin-up girl was on the verge of 
writer's cramp. Received were 2,827 re- 

air FAX: Heard thrice weekly, the quarter-hour series 
for morning listening features ballads and light tunes. 
Jenny Lou herself introduces the songs. 
First Broadcast: August, 1943. 
Broadcast Schedule: T-Th-S, 9:00-9:15 A.M. 
Preceded By: Breakfast Club. 
Followed By: Range Riders. 
Sponsor: Wait-Cahill Co. 
Station: WLS, Chicago, 111. 
Power: 50,000 watts. 
Population: 3,440,420. 

COMMENT: Programs with a homey 
touch strike a responsive chord with the 
mass audience, have what it takes to 
establish a product with the general 

Farm Pruducts 

ELECTION RETURNS Down in the deep 
south, the citizenry takes its elections 
seriously, and election retinns are mat- 
ters of great moment. When the Hia- 
WAiiiA CiiN Co., Colinnbus, Miss., look 
its first plunge into the realm of radio, 

therefore, it cast its ballot in favor of 
Election Returns. From 6:00 P.M. until 
the AVCBI sign-off, Hiawatha Gin 
brought listeners the latest coiuit on 
general election returns in Mississippi. 
W^ith this broadcast it threw its hat into 
the ring, offered as its candidate for pub- 
lic favor a new machine installed at the 
gin to give farmers a better staple. 

Hiawatha Gin counted its returns 
from this one-time broadcast, found that 
in radio it had backed a whinner, report- 
ed instant results to WCBL Three bales 
of cotton ginned the next day marked 
the earliest start of the ginning season 
on record. Capacity operation continued 
throughout the season. Plans for the fu- 
ture include a regular radio schedule. 

air FAX: First Broadcast: August 24, 1943. 

Broadcast Schedule: August 24, 6:00 P.M. to sign-off. 
Sponsor: Hiawatha Gin Co. 
Station: WCBI, Columbus, Miss. 
Power: 250 watts. 
Population: 15,467. 

COMMENT: While one-time shots may 
not serve the general piuposes of adver- 
tising, they do offer sponsors a dramatic 
and forceful introduction to the radio 
audience. Special events of this natine 
are certain to have a tremendous audi- 


after the W omnn' s ExcJiange was 
launched over WJZ, New York city, 
emcee Alma Kitchell offered a book on 
nutrition. Requests from that one-time 
one-mi niUe spot: 1,176! Evidence that 
lightening does strike twice in the same 
place are results from a one-time recipe 
book give-away offer made the follow- 
ing week. Received were 1,67-i postcard 
requests. Axciage weekly mail pull with- 
out offers: 200. When the Soy Food 
Mills, Chicago, set out to extend its 
distribution of soy bean products to the 
Kastern section of the coinitry, the 
Woman's ExcJinnge was a fair exchange. 
In five weekly ])articipalions Soy Food 
promotes Goldkn Whi:at-Soy Mix, one 
lor griddle cakes and wann(\s, another for 



\IR FAX: Even before the Woman's Exchange was set 
up on WJZ, it had existed as an American institution. 
In every major American community housewives had 
banded together in a non-profit organization to facili- 
tate the exchange of everything from recipes, cakes 
and jams, to information on vacation planning. The 
idea of exchange with purpose and direction is the 
keynote to the WJZ series. A specific subject is cov- 
ered each day, although only a section of each pro- 
gram is limited to the topic of the day. Guest ex- 
perts lend authority to the exchange of ideas. 

Good will builder for sponsors and program is the 
selection of the Woman of the Week. To the listener 
who has that week contributed the most to the pro- 
gram goes one dozen roses. A civic recognition angle 
that builds listeners is the daily salute to a leading 
woman or woman's club in the WJZ area. Listeners 
themselves nominate candidates for honors. 

V^Uien the program was pitched, letters to 500 
women's club presidents got it off to a good start. 
Fanfare also included spot announcements and sta- 
tion breaks, ads in all New York daily newspapers, 
magazine ads. hotel desk displays, tune-in reminders, 
luncheons and window displays. 
First Broadcast: June 21, 1943. 
Broadcast Schedule: Monday 
through Friday, 1:15-1:45 

Preceded By: Baukhage Talk- 

Followed By: Music. 

Sponsor: Soy Food Mills, 


Station: WJZ, New York city. 

Power: 50,000 watts. 

COMMENT: Definitely 
an institution is the 
woman's participation 
program. While Rome 
wasn't, audiences can't 
be built in a day, show- 
manship of the right kind can produce 
a reasonable facsimile thereof. First and 
foremost requirement is an established 
radio personality. Plenty of program 
promotion will do the rest. That this 
^combination has what it takes is indi- 
cated by the amazing success of this 
series here. 

Public Utilities 

MODERN KITCHEN While the Modern 
Kitchen is the pride and joy of the little 
woman who ekes out three meals per 
diem, what most interests her right now 
are practical, down-to-earth suggestions 
for saving money, getting the upper 
hand on ration points and coming out 
on top with a balanced meal. WGR's 
Modern Kitchen hostess Helen Neville 
serves just that in a tasty quarter-hour 
morning snack five times weekly. 

Evidence that there are plenty of lis- 
teners to break bread with participating 

sponsors were the returns from a Labor 
Day offer for a WGR Victory Shopping 
Bag for two-bits. By the following Mon- 
day, 1,092 quarters had rolled in from 
listeners. Response-ability represented 
106 different post office districts in West- 
ern New York and Northern Pennsyl- 

Listeners have more than their own 
notes by which to remember hostess 
Neville. Twice monthly, bulletins are 
mailed to listeners on request. Tie-in for 
participating sponsors: along with 
menus, recipes and household short-cuts, 
parti-sponsors get prom- 
inent mention. Immedi- 
ate and direct is the tie- 
in for the Niagara-Hud- 
son Power Co., Buffalo, 
N. Y. Every recipe used 
on the program is tested 
in Niagara-Hudson's 
own kitchen, and live 
broadcasts from its audi- 
torium are scheduled bi- 
monthly. Frequent per- 
sonal appearances be- 
fore local women's 
organizations, plus street 
car and bus car cards help the mistress 
of the Modern Kitchen win new friends 
and followers. 

Listeners know that when hostess Ne- 
ville speaks, it is with the voice of au- 
thority. University training both as an 
under-grad and as a post-graduate taught 
her the dangers of the academic ap- 
proach. As a widow with three small 
children and a budget problem she 
learned by first-hand experience what 
was needed in the Modern Kitchen. Part 
of her service to housewives includes a 
morning shopping tour of the Buffalo 
food markets. 

air FAX: A regular WGR feature for six years, the 
show today is geared to war-time meal planning. 
Sponsorship is on a non-competitive basis, is sold 
not by the clock but on the basis of major and minor 

First Broadcast: October 1, 1937. 

Broadcast Schedule: Monday through Friday, 9:15- 

9:45 A.M. 

Preceded By: News. 
Followed By: Music. 
Station: WGR, Buffalo, N. Y. 
Power: 5,000 watts (d). 
Population: 613,506. 

JANUARY, 1 944 


COMMENT: Local advertisers can take 
a tip here from national advertisers. 
Many big time operators have found 
that the women's participation program 
is their most productive radio sales bait. 


SCOREBOARD \\'hen the shouting and 
the tumult dies away, the fans want to 
know the answer to one question. What's 
the score? Because Tiny Heller's Res- 
taurant AND Cocktail Lounge, Oak- 
land, Cal., knows the score when it 
comes to keeping its name before the 
public, it gives KROW listeners the hi- 
lites of sports events in the limelight. 
For three long years, season after season, 
fans have got the scores, game hi-lites, 
descriptions of exciting plays, side- 
glances at star players and music in the 
sports tempo on a weekly quarter-hour 

Series scores a direct hit with sports 
fans and since the show is tuned in di- 
rect to Tiny Heller's, the spot has be- 
come home plate for those who want to 
obtain score information. Football, bas- 
ketball and baseball each has its innings 
on the show. Miked by KRO\V's sports- 
caster Hal Parkes, the Scoreboard has 
chalked up national scores for Tiny for three long years. 

air FAX: First Broadcast: 1940. 

Broadcast Schedule: Saturday, 4:30-5:00 P.M. 

Preceded By: Music. 

Followed By: Music. 

Sponsor: Tiny Heller's Restaurant. 

Station: KROW, San Francisco-Oakland, Cal. 

Power: 1,000 watts. 

COMMENT: Here's additional proof 
that consistency is the right signal for 
advertising's quarterbacks to call for a 
scoring play. It's an essential if the sales 
ball is lo be kept in play. 

Wearing Apparel 

GENE AUTRY SINGS Wlun (uiic Auli v 
sings lor W'lIKH bsuiurs. Portsmouth, 
N. H.. ilic Family (; Siore car- 
ries the melody. Reason: sale of a suit 

to a man who hadn't purchased one in 
20 years indicated that the platters 
weren't spun in vain. AX'hile the record- 
ed show was first taken on for a test pe- 
riod, Family Clothing renewed after its 
first 13 weeks. 

Commercials are in the same spirit as 
the recorded music. Example: 

''It's gettin' SO you can hardly step 
out the door to do a hit of shoppiu' 
without lugging along a handful of 
ration books. But that's all right . . . 
this is war . . . and rationing seems 
a fair and square thing to do. Just 
nudge your noggin, though, friends 
. . . you'll recall one happy fact . . . 
clothes aren't rationed. No, sir! 
That means you can gallop into the 
Family Clothing Store, and slip a 
rope about whatever new duds 
strike your fancy . . . the Family 
Clothing Store can outfit your whole 
dog-gone family! You don't need to 
take along a suitcase full of cash, 
either. Use the simple, family budg- 
et plan . . .and pay as you get paid!" 

air FAX: First Broadcast: April 19, 1943. 

Broadcast Schedule: Saturday, 11:30-11:45 A.M. 

Preceded By: Salon Music. 

Followed By: Band Music. 

Sponsor: Family Clothing Store. 

Station: WHEB, Portsmouth, N. H. 

Power: 1,000 watts. 

Population: 25,000. 

COMMENT: Easily produced, a pro- 
gram of this kind is also inexpensive. B\ 
limiting the musical variety to one par- 
ticular type of music the ad\ertiser 
quickly establishes himself with the par- 
ticular audience group he wants to 





News and views of current script and transcribed releases back- 
ed with showmantips. All are available for local sponsorship. 


SAM HAYES When the sports fan looks 

hrough the sports glass, he doesn't want 

o see dimly. AVhat he demands is a cry- 
stal-clear reflection of sporting e\ents 
that make history. The sports glass that 

portscaster Sam Hayes uses is a wide 
angle lense with plenty of depth of focus. 
Prints that are etched in listeners' minds 
are enlargements of thrilling happenings 
and thrilling people in the 
world of sports. 

Quarter-hour transcribed 
series presents a dramatic 
re-enactment of historic 
moments with all the ex- 
citement and sounds of the 
original scene. All fields of 
sports are covered. Vivid 
background information 
covering little known or 
half-forgotten facts con- 
cerning champions and 
stars of sports and the 
events dramatized is given 
in the breezy, authoritative 
style of sportscaster Sam 

AIR FAX: Currently heard on sev- 
eral network broadcasts weekly on 
the Pacific Coast and shortwaved 
over seas, Sam Hayes has been 
heard throughout the country in 
his NBC recorded Touchdown Tips 
each fall since 1940. 
Time Unit: 15 Minutes. 
Appeal: Masculine and General. 
Producer: NBC Radio Recording 

COMMENT: Local advertisers here have 
the opportunity for a topnotch program 
to replace local sportscasters drained off 
by the war. It also offers a splendid con- 
tinuing series to follow seasonal sports 
programs such as football. While such 

JANUARY, 1 944 

programs are strong in masculine appeal, 
the feminine ear is also available. Studies 
show a strong all-family appeal for sports 


MANHUNT 'Wo crime has been com- 
mitted . . . yet! No murder has been done 
. . . yet! No manhunt has begun . . . yet!" 
\Vith these opening lines as fore-shadow- 
ing, listeners to the new quarter-hour 
transcribed series settle 
back for uninterrupted 
chills and thrills. The 
Manhunt is on, and the 
trail leads from The 
Masked Murderer to the 
Solitary Cell. 

Each of the 78 quarter- 
hours is self-contained, is 
recorded open-end avail- 
able for local and regional 
sponsorship. Series features 
Larry Haines of Gang 
Busters fame as Drew Stev- 
ens, police lab sleuth, in- 
cludes a cast of topnotch 
network talent. That ad- 
vertisers found Manhunt 
a clue to successful radio 
programming is indicated 
by the fact that the series 
was placed on 21 stations 
before the cuts were cold. 

AIR FAX: Producer: Frederic W. 
Ziv, Inc. 

COMMENT: Advertisers 
who keep a finger on the pulse of public 
reactions, gear radio programs to current 
interests, find that programs of this nature 
are increasing in audience popularity. 
Listener and sponsor both find the who- 
dun-its a good cure for wartime jitters. 



Short radio promotions that run but a day, a week, or a 
month yet leave an impression that lasts the year around. 


Father Time had cut a sAvathe 52 years 
wide for the Central Bank of Oak- 
land, President Frank N. Belgrano, Jr. 
determined that a birthday was the mo- 
ment to stop the clock, glance back at 
pages of history already written. So that 
all might see what the moving hand of 
time had written, Central Bank turned 
to KRO^\^ San Francisco-Oakland, Cal. 
Listeners heard a 30-minute broadcast 
from the bank direct. Event itself made 
history, marked the first time a bank in 
Northern California went on the air 
with a celebration to mark an anniver- 

While the history and growth of Cen- 
tral Bank was a dramatized portion of 
the program, service pin awards to 17 
officers and employees was a super-spe- 
cial part of the show. President Belgrano 
himself awarded the badges of honor to 
those whose service to Central Bank 
ranged from ten to 35 years. Interviews 
with officers and employees, and musical 
selections popular during various eras 
of bank history gave color and aiuhen- 
ticity to the celebration. 

AIR FAX: Monday through Friday, Central Bank rings 
the Bell of Freedom from its lobby. QuaMer-hour 
features interviews with bank patrons. Emcee both for 
the regular broadcasts and the special event: mike- 
man Scott Weakley. 
First Broadcast: October 15, 1943. 
Broadcast Schedule: Friday, 4:00-4:30 P.M. 
Preceded By: Music. 
Followed By: Music. 
Sponsor: Central Bank of Oakland. 
Station: KROW, San Francisco-Oakland, Cal. 
Power: 1,000 watts. 

COMMENT: .S|)('( iai e\enls broadcasts 
arc the exclainaiiou points for the ad- 
vertiser's regidar broadcast period. In 
services of the kind here, a major task 

is the establishment of public confi- 
dence and trust. Anniversaries provide a i 
splendid opportunity to stress that one 
particular point. 

Labnr Unions 

LABOR DAY PARADE \Vhile Labor Day 
is a day of rest for the man with the hoe, 
all those who toil, it isn't a day when 
labor's public relations need take a holi- 
day. In Columbus, Miss., the Columbus 
Trades Council got in some of its best 
work on the very day its individual 
members were taking a 24-hour breather. 
To further its cause with the public, the 
Columbus Trades Council took to 
AV^CBI, presented two 30-minute broad- 

One broadcast covered the Labor Day 
Parade. For its second public bow, the 
Columbus Trades Council broadcast 
Labor Day addresses. Featured were 
state and local dignitaries in their best 
bibs and tuckers. Broadcasts were the 
first ever sponsored by the Columbus 
Trades Council, and expenses were 
written oft from a special fiuid set up 
for promotion and advertising. Labor 
Day airing was the torch that set off the 
fuse to a regular series of institutional 
and promotional radio efforts. 

air FAX: Parade broadcasts by remote control were 
from the downtown business district. Speeches were 
broadcast from the Court House auditoriutn. 
First Broadcast: Labor Day, 1943. 
Sponsor: Columbus Trades Council. 
Station: WCBI, Columbus, Miss. 
Power: 250 watts. 
Population: 15,467. 

COMMENT: Labor organizations repre- 
sent one of the many groups with whom 
public relations represents the keystone 
upon which all else rests who are find- 
ing that radio is a valuable friend. 




ATHEHTDN PETTINGELL, president of Pettingell & Fenton, Inc., 
New York city advertising agency. Muses on the Mighty Minute, presents 
the case history of one-minute spot announcements for A. S. Beck Shoes. 

LuUIS HEYDEN, president of the Pantaze Drug Stores, Memphis, Tenn., 
signed on the \A^HBQ dotted line for 15 daily newscasts, here gives his views 
of the news. 

M. U JVEIL CO., Akron, O., department store uses a daily radio schedule, 
backs up its WADC programs with plenty of promotion. It's Tell to Sell. 

Plus Tested Programs and Promotions You Can Use in Your Own Business! 


FATIC: For consistent Results at Low Cost 
per inquiry use RADIO! 



^ ^^What about television?'' asks Blooming- 
dale's I. A. Hirschmann (p«42) 

Cjl Musings on the mighty minute from 
Pettingell & Fenton^ Inc. • . (p. 47) 

C] Radio steps up morale and employment 
in St. Louis (p«55) 

46 Tested Programs for Businessmen 


A quick index to what others in your business field accomplish through radio. 
Articles and services in Radio Showmanship are classified by businesses here. 



Children's Wear 
Department Stores 

Drug Products 
Drug Stores 


Fuel Dealers 




PAGE Business PAGE 

59, 67 Groceries 49, 50, 59, 60, 61, 66, 68 

49, 57, 59 Home Furnishings 66 

44 Manufacturers 48, 50, 55, 60 

42, 48, 49, 51, Men's Wear 61 

54, 57, 65, 69 Newspapers 68 

58, 67 Shipbuilders 62 

52, 60 Shoes 47, 59, 62 

48, 49, 59 Theatres 59, 63 

50 Tobaccos 64 

58, 59 Transportation 64 

65 Women's Wear 68 




Bakeries . 




Department Stores 
Drug Products 
Farm Products 


PAGE Business PAGE 

23 Groceries 6, 30 

24 Hardware Stores 22 

24 Home Furnishings 12 

25 Labor Unions 34 

25 Manufacturers 10 

8 Merchants' Associations 22 

14, 25, 28 Public Utilities 31 

20, 28, 29, 30 Restaurants 32 

30 Sporting Goods 16 

20, 26, 34 Wearing Apparel 32 

// you don't have the January issue, order it now! 



VOL. 5 No. 2 

Editorial Advisory Board 


Herbert Pettey 

Ralph Atlass 
William Dolph 
Don D. Campbell 
Glenn Snyder 
Philip Lasky 
Roger Clipp 
J. Harold Ryan 

New York 





San Francisco 



Dr. Harry Dean Wolfe 

Washington, D. C. 
Lorenzo Richards 

Ogden, Utah 
GusTAV Flexner 

J. Hudson Huffard 

Bluefield, Va. 
Maurice M, Chait 

Peoria, III. 
Frank J. Ryan 

Kalamazoo, Mich. 
Allen C. Knovvles 



Don Paul Nathanson 
Managing Editor 

Marie Ford 

Published by Showmanship Publi- 
cations, Minneapolis 2, Minn. Sub- 
scription rate: $2.50 a year, 25c a 
copy. Address editorial correspond- 
ence to 1004 Marquette, Minneapo- 
lis 2, Minn. Tel.: Ge. 9619. 

Copyright 1943 by Showmanship 
Publications, publishers of Radio 

Editorial 41 

What About Television? 42 

I. A. Hirschmann 

Show window in every home will 
bridge merchant-customer gap, says 
the vice president of Bloomingdale's, 
New York city. 

Bye, Baby — Buy! 44 

Geo. W. Walker 

Radio ups Baby Bassinette sales 30 
per cent, nets a 40 per cent rural in- 
crease writes its designer and mer- 
chandising consultant. 

Musings on the Mighty Minute 47 

Athcrton Pettingeli 

A. S. Beck Shoes sells an idea, not 
styles, in its current spot announce- 
ment series, writes the president of 
Pettingeli & Fenton, Inc., New York 
city advertising agency. 

Advertisers Back Attack 48 

An RS Analysis 

Business forgets competition, pro- 
motes one common product in the 
greatest single advertising campaign 
ever undertaken. 

Bring 'Em Back Live 51 

An RS Analysis 

Open competition a shot in the arm 
as special promotion for the daily 
radio program aired by the M. 
O'Neil Co., Akron, O. 

FEB R U ARY, 1 944 


Drugs Views the News 52 

Norton Rosengarten 

News on the hour fits the a ariety ad- 
schedule for Pantaze Drug Stores, 
Memphis, Tenn., writes the account 
executive of the Lake-Spiro-Shur- 
man Advertising Agency. 

Say It in Spanish 
An RS Analysis 


Lowenstein's Department Store, 
Memphis, Tenn., plays the good 
neighbor, builds sales and good will 
with a transcribed series. 

Showmanscoops 64 

Photographic records of successful 
radio promotions and programs. 

What the Program Did for Me 66 

Businessmen exchange residts and 
reactions to radio programs. 

Showmanship in Action 67 

Promotions and merchandising 
stunts that build audiences and 

Tempos of Today 55 

An RS Analysis 

When radio wields the baton, time- 
ly appeals for workers also step up 
employee morale for the Knapp- 
Monarch Co., St. I.ouis, Mo. 

Airing the New 57 

New radio programs worth reading 
about. No result figiues as yet. 

Johnny on the Spot 68 

News, reviews and tips on spot an- 
noiuicement campaigns. 

Special Promotion 69 

Short radio promotions that run bin 
a short time yet leave an impression 
that lasts the vear aroiuid. 

Who produces what? 
This up-to-the-minute di- 
rectory of script and 
transcribed programs for 
local sponsors is alpha- 
betically indexed . . . 
cross-indexed by time, 
audience appeal, and 
subject matter. 


^acU<^ S^^w6<M^ 


^Complete Listings 
• Cross-Indexed 


1004 Marquette 
Minneapolis 2, Minnesota 

Gentlemen : 

Send me my free copy of the RADIO SHOWBOOK and 
enter my subscription to RADIO SHOWMANSHIP for one 
year at $2.50. Check enclosed D- Bill me later D- 

I will want Q copies of the Radio Showbook at 75 cents 
per copy. Check enclosed Q. Bill me later D- 



City Stotc 





I I nrt C I ^ I N a field where things are always happening, 
things are happening today that would have 
T I ^ LJ T seemed incredible a few short years ago. Time has 

' ' ^'^ ■' ■ been seized by the forelock. In the network field 

it is at a premium. In local radio it gets scarcer 

with every day. 
Radio has an important part to play in meeting the time shortage. In 
cooperation with the advertiser, radio can achieve better programming 
of time formerly considered unsaleable. If programs must be shortened, 
it may well be that a better technique of production and presentation 
will be worked out. A more subtle handling of commercials would also 
represent progress. All that radio can do for its local advertiser, but there 
is one thing that radio can't do for him. It can't force him to take ad- 
vantage of the opportunities that are his today. Unless the local advertiser 
comes forward today as the campion of local radio, it may well be some- 
one else who profits. 

Greybeards of the advertising world predict that because of current 
marketing problems coupled with the lack of network time, the national 
advertiser now casts an appraising eye at local radio, is out to do a big 
time job on what was once considered small-time. 

While this will perhaps raise the level of local radio entertainment, im- 
prove programming generally, the local merchant has the same problems 
as the national advertiser. Both must keep their names before the public. 
Both may, in some cases, be able to return to direct selling copy during 
1944. Both have brand names and trade marks to keep alive for the dura- 
tion. It adds up to this. Let the national advertiser come into the local 
field, but don't let him take it away from the local retailer. Unless the 
local advertiser protects his rights in the local field today, those rights 
may well be forfeit tomorrow. 

As markets open up, permit direct selling, more and more would-be 
radio advertisers will clamor for a place in the sini. The man who hesi- 
tates today may well find that tomorrow is too late. Noav is the time for 
the local merchant to stake his claim to the gold mine that is within his 

EBRUARY,1944 41 

Show Window in Every Home Will 
Bridge Merchant-Customer Gap 


hat About Television? 

e's, New York City 

This address by I. A. Hirsch- 
mann, a vice president of Bloom- 
ingdale Bros., Inc. and Metropoli- 
tan Television, Inc., New York city, 
was presented before a meeting of 
the American Marketing Ass'n. Mr. 
Hirschmann gives a clear-cut pic- 
ture of one of the most challenging 
prospects for department store dis- 
play development. 

TKi.F.visiON has had so many false 
starts that one is certainly sticking 
his neck all the way out to make any 
predictions about it or its use, but we 
do not have to prophecy to plan. Those 
of us who are interested in all the pos- 
sible ways of getting in touch with peo- 
ple now and in the future cannot afford 
to ignore the endless possibilities that 
television will offer. 

I am just assuming that it will come 
as a regular service for our people. It 
may be delayed. It may come in some 
variation of ihe forms (hat we have been 
seeing, but it will be here. Nobody can 
stop il. 

I ;ini lold llial technically most of the 
bugs ha\e been taken out oi television. 

Programming hasn't even had a start. 
And that's a field that will interest all 
of us, and will call for the best imagina- 
tion and the best implements that we 
have learned to use in other related arts. 

I want to make a plea for good stand- 
ards of programming for television in 
its early stages. It is apparent that de- 
partment stores have fumbled badly in 
the use of radio. When it was a new 
mediinn they ignored it, then feared to 
use it, and finally edged into it the 
wrong way. I see symptoms of stores fin- 
ally coming arounci to approaching radio 
in the intelligent way and I hope they 
will stick to it. 

And I sincerely hope that department 
stores will approach television at the 
start with the thoroughness, intelligence, 
boldness and resourcefulness that they 
have used in developing their businesses, 
their displays and their newspaper ad- 
vertising. A great contribution to the 
entire field of television can be made by 
the stores. It is a vital link in the promo- 
tion of the future of this new medium. 

Television will offer a miniature show 
window in everyone's home. Great care, 
time, and in some ways, large expendi- 
tme is indulged in stores' exterior show 
windows. We are only now coming to 
appreciate the need for vital interior 



display. It will require this kind of spe- 
cialization, extra skill and research to 
build the effective show windows in peo- 
ple's homes through television. I see an 
entire new industry of men and women 
who will learn to treat with merchan- 
dise for these visual presentations so 
they will be dramatic, interesting and 
sellable. Remember, it is a dynamic 
process in a dynamic age. It will not be 
possible to drape a fabric or a dress in 
front of a lense and have people become 
interested in it. 

Where do stores come in with effective 
competition for world news, expensive 
entertainment and sports events, which 
will be seen as they occur and not be 
rehashed by an announcer or edited by 
a news camera? The answer to that is 
that they don't come in! That will not 
be the function of television for the de- 
partment store. 

Again you see the distinction between 
purely vocal advertising, radio, and the 
visual, television. In the vocal, you can 
hitch a selling message on to a news 
program. In the visual, the message will 
be the bread and butter itself, that is, 
the actual merchandise. In the news- 
papers and magazines, for example, we 
advertise the actual goods, not a news 
program. In television we will be able 
to do so again. But, with a different 

Let us get the picture again. Right in 
our homes we will see events the split 
second they occur. So what we will be 
able to offer our customers is the news 
of merchandise behind the scenes as it 
comes into the store. The public will 
have a visual catalog for shopping if it 
is done dramatically and interestingly 
enough. (Obviously, you are not going 
to get away with shooting a camera at 
your static cases of goods.) 

But there is excitement and interest 
for women in store activities, the use of 
goods and all the new things that are 
going to explode upon us after the war. 
The background of these new things has 
never been interestingly or properly pre- 
sented to the public. 

Under television they will come to 
life. The miraculous scientific back- 


ground of a new fabric like Nylon can 
be made really dramatic by showing the 
laboratory method of production and 
showing scientific tests demonstrating 
why it wears so well. All these Bureaus 
of Standards that you see now that are 
so dry in reading can come to life and 
can prove before your eyes that mate- 
rials won't stretch, fade, or wear-out ex- 
cept under certain duress. 

Merchants who are struggling to find 
the solution to the present static win- 
dow display will eventually find their 
answer in the dynamic television screen 
which will give movement, vitality, in- 
terest, change and immediacy. Your cus- 
tomer of the future, facing what is now 
the framed still-life window display, will 
find herself looking into active moving 
exhibits of merchandise either from 
within the store or other interesting 

As I think of it, the present window 
display compared with the future tele- 
vision window will probably seem to us 
at a not distant time like a framed pic- 
ture of dead fish in a Victorian dining- 

One of the prospects that seems espe- 
cially inviting to me about the advent 
of television is the bridge that it will 
create between the merchant and the 
customer. As the big stores became larg- 
er, they became more impersonal, and 
naturally lost touch somewhat with the 
individual customer. Television will 
help bridge this gap. It will create, if 
not an individual association, a closer 
feeling between the actual store and cus- 

All of this, I believe, indicates that 
merchants will be obliged some day to 
reorient their thinking in the matter of 
communication with their customers. 
Those who learn the most about it with 
the greatest curiosity, patience, research 
and intelligence will be there first and 
foremost. Others may be left behind. So 
I advise merchants not to think of tele- 
vision as the miracle which, like Minerva 
sprung full-armed from the head of Jove. 
Television will develop slowly, step by 
step, but it is coming as a dominant fac- 
tor in our relation to our customers. 


Radio Ups Baby Bassinette Sales 
3D%; Rural Increase is 4D% 

ye, Baby 

by GEO. W. WALKER, DesignEF, 
Merchandising Consultant 

• Some said it couldn't be done these days. Talent and experi- 
ence did the trick. The result: THE BABY BASSINETTE. 

WHAT did radio contribute to the success of Thk Baby 
BAssiNKriK? 1() answer that question lairly and in- 
telligent ly, one should give the plans ol preparation tor the 
part radio is to take in the promotion ot a business. Very 
olten radio promotion is a lailine in the minds ot the pur- 
chaser of radio time because the pmxhaser expects radio to do 
the job he failed to do in the begiiniing; namely, to perfect 
a plan to render an oiustanding ser\ice to those (ustomeis 
ladio will bring to his store. The number radio will bring 
into the store depends upon the service the plan oilers. 

There are three factors to consider when establishing a 
l)usiness: first, the need lor the business; second, the (juality 
ol merdiandise and service, and third, price (profits). If the 
loiiuei two are right, the latter will always take care of itself. 
Long before the radio was perfected, it was wisely said, 
"If you luiiw (I l/ii)ig fo sell doift go holler it in a well." 
Radio carries your message to the nuiltitude. Just be sure , 



your message is true and spoken with 
sincerity. Then, and then only, can 
radio function correctly for you. If your 
message is inadequately prepared and 
inadequately presented, it will encoun- 
ter plenty of static. 

If WMBD keeps a record of its callers, 
it will show that my call at its office was 
my first call in Peoria, 111. That was six 
months before we opened The Baby 
Bassinette. Information and data sup- 
plied by the manager and his staff fur- 
nished the cornerstone of the plan we 
later put into use. 

wear in the iiidusiiy advising \is thcv 
would not sell lo us because th(\ wck 
not opening any new accounts; ih;ii ii 
would be impossible for us lo purchase 
merchandise; that we could never suc- 
ceed, et cetera, et cetera, we opened The 
Baby Bassinette and christened it 
Peoria's Stork Center. It's pur])ose: to 
cater to baby requirements and through 
age six. That this service was appreci- 
ated is indicated by the fact that more 
than 1, ()()() Peorians visited our store its 
opening two days. 

There has been a great deal of credit 

-Jfc^-S ■-;-j&, 



# Plenty of eye-appeal for mother and dad in modern displays 
has made THE BABY BASSINETTE Peoria's (III.) Stork Center. 

First— Was there a 7ieed for our 

Second— Streets and corners luere 
checked for foot traffic. 

Third— Where was the traffic 
going and how many purchased in 
passing certain locations? 

Fourth— The per cent of popula- 
tion employed and the kind of em- 
ployment was tabulated. 

Fifth— The number of home own- 
ers and birth rate were investigated. 

Sixth— Would our contribution 
to Peoria find a welcome? 

On March 12, 1943, with a very large 
per cent of the manufacturers of infant 

given the designer of The Bab^ Bassi- 
nette, for its decorations, furnishings 
and equipment. The real contribution 
to its success belongs largely to: first, its 
plan of operation; namely, the need for 
it, and the combination of talent and 
experience to render an unequaled serv- 
ice. These can only be furnished by the 
personnel. The owners of The Baby 
Bassinette, Xita Risch and Elsie Egge- 
man have these qualities. 

Advertising used for otir opening con- 
sisted of half-page ads in Peoria's two 
leading newspapers with smaller semi- 
weekly ads for three months. Dtiring 
this time we were getting acquainted 
with the people of Peoria and their 



baby needs. By July, three and one-half 
months after our opening, we were 
ready for radio. ^\^e might mention here, 
that at no time have we advertised price 
or bargains of any kind; we depend up- 
on the quality of our service and mer- 
chandise to attract our clientele. 

Since the value of presenting the very 
delicacy and daintiness of the products 
we distribute warrants the best talent in 
experience and special training if wc 
are to render a service as outstanding as 
the radio itself, we write our own pro- 
grams and broadcast them direct from 
The Baby Bassinette. 

It is a well known fact that a missing 
cylinder not only fails to ptill its part of 
the load btit actually retards the remain- 
ing cylinders. So it is in an organization. 
Each element must efficiently operate in 
harmony and on time. Sixty days from 
our first broadcast our records show bet- 
ter than 30 per cent increase in number 
of daily sales and in dollars and cents 
per sale. Breaking this percentage down 
we fmd some most interesting facts. At 
least 40 per cent of the increase comes 
from the rural section, some from a dis- 

tance of 75 to 100 miles, and most of 
these mention our radio program Baby 
Chatter. AVe estimate 25 per cent of our 
sales are made to men, and half of them 
come directly or indirectly from radio. 

Here some mention must be made of 
the fact that in the design of the store 
itself considerable thought and plan- 
ning were given to a consideration of 
elements that would make the store at- 
tractive to masculine shoppers. The shop 
is conveniently located, it is attractive 
to both men and women, and a man who 
comes in to make a purchase isn't made 
to feel that he is out of his element. 
When we claim that most of these men 
are brought into the store through our 
radio efforts, we base that opinion on 
our conversations with them. 

Special thought is given to window 
displays lighted by special color-correct- 
ed fluorescent lights that lend the effect 
of sunshine without glare. From early 
morning imtil midnight you will find 
men, women, and children enjoying the 
displays. These displays are tied up with 
the radio so effectively that telephone 
calls have increased more than 50 per 

Illustration: Telephone rings. "In 
Baby Chatter yesterday you spoke 
of the knit suits in the small win- 
dow. Have you size 2? How nuich is 
it? Will you have it wrapped? I'm 
sending my husband by for it on his 
way from the office." 

We have many such calls for the next 
six hours after broadcasting. That is one 
of oin- reasons for broadcasting three 
times per week. 

Summed up, we have every evidence 
radio is carrying its part of the load and 
thereby deserving of its share of credit 
in whatever success we may enjoy. 

It is additional evidence that coordi- 
nated planning and coordinated effort 
prochue resiihs. It isn't enough for an 
adxertiser to buy radio time. He should 
determine in advance just what audience 
it is he wants to tap, then select the pro- 
gram that will reach that atidicncc, and 
give that j>r()giani all the backing he can 
in all his other promotional efforts. 



A. S. Beck Shoes Sells an Idea, 
Not Styles, to Meet Shortages 

Pres., Pettingell S. Fenton, Inc. 

on the Mighty Minute 

PEOPLE are so busy today that the 
adroit creator of radio advertising 
has learned to digest his. sening-message 
down to one ear-catching minute of 
music, fun, showmanship and salesman- 
ship. And . . . 

Advertising people are so busy creat- 
ing one-minute spots that I think I'd 
better capsulize my story, too! Here's my 
report on the one-minute spot we creat- 
ed for A. S. Beck Shoes— reading time, 
one minute! 

THE PRODUCT: High-style A. S. 
Beck women's shoes, sold in 110 smart- 
ly designed shoe-salons, yet priced only 
14.35 a pair. 

THE APPEAL: Fashionability . . . 
fine leathers . . . good fit . . . one price. 

THE HOOK: Independent research 
proving that more women on Fifth 
Avenue w^ear A. S. Beck shoes than any 
other shoe at any price. 

WHY RADIO? Because of its cover- 
age, and because, in a period of ration- 
ing and some shoe-shortages, we can sell 
the Beck idea without showing specific 
Beck styles (which might or might not 
be in stock when shown in a newspaper 
ad). Aside to the newspaper boys: We're 
still running substantial newspaper copy, 
too, as you know! 

WHY ONE MINUTE? Because it per- 

Adman Pettingell 

mits maximum 
repetition of sell- 
ing-points . . . be- 
comes pleasantly 
familiar to listen- 
ers .. . can be spot- 
ted at advantage- 
ous times of the 
week, of the day, 
even of the hoirr! 

DO IT? Mixed 
equal parts of in- 
spiration and midnight oil . . . hired 
first-rate composer, performers and re- 
cording studio. Scheduled it generously 
—over 100 times a week over two sta- 
tions in the New York market. 

RESULTS: Besides favorable com- 
ment, independent surveys show that a 
high percentage of the potential audi- 
ence knows the jingle, and that there 
are now rnore Beck customers among 
those who have heard the jingle than 
among those who haven't! 

After the campaign was launched, 
A. S. Beck found that there was another 
point in radio's favor. Once the spot an- 
nouncement was established in the 
minds of listeners, it was possible to re- 
duce the time from 60 to 30 seconds 
without any loss in effectiveness. 



dvertisers Back Attack 

Business Forgets Competition, Promotes One Common Product 
In Greatest Single Advertising Campaign Ever Undertaken 

R\Dio is justh proud ot its record in 
the War Loan campaigns, and with 
each drive, radio has stepped up its con- 
tribution of time and talent. No smaU 
part of that effort has been the contri- 
ioiuion of radio advertisers in local com- 
numities. Current sponsors, past adver- 
tisers and those new to radio have all 
played important parts in radio's con- 
tribiuion to the campaigns. 

AVhat the sum total of all efforts in all 
media represents is the largest advertis- 
ing campaign the world has ever seen. 
Credit for this outstanding barrage of 
promotion belongs to national and local 
advertisers, the various media, advertis- 
ing agencies and the advertising profes- 
sion in general. 

The part that one advertiser and one 
radio station can play in reaching the 
objective is indicated by the experience 
of the John G. Myers Department 
Store, Albany, N. Y. Last spring the 
store set up a special radio booth to col- 
lect for W^ar Bonds pledged to Forrest 
Willis on his morning hotn^ musical 
clock on WOKO. In September, the 
company reported $1,115,000 had been 
actually j3iuchased at the booth by ])eo- 
ple mentioning the program! 

For the duration, business has forgot- 
ten competition, and it is promoting one 
(onmion product: V^ictory, Fogether, 
Ijusinessmen have sold l^illions of dol- 
lars w'ortli of W^ar Bonds. In this cam- 
])aign, ra(h'() lias pioxcd itself a ]30tent 
all\ in the cause of public sei\ id'. 

I Ik ( oiitribiuions ol a lew oi these 
local ladio ad\ crt isers aic- iccounud 


5^. Louis, Mo. 

AVith the opening of the Third War 
Loan Drive, something new in War 
Bond shows was inaugurated over KSD. 
Fifty business concerns, many of whom 
had never before employed radio as an 
advertising meditun, took on sponsor- 
ship of AVar Bond programs during a 
three-week period. 

Spotted during daytime hours, all 15- 
minutes in length, the shows w^re in- 
dividually st\^ed to fit the sponsors. 
Some 38 featmed the mtisic of Russ 
David and the KSD orchestra, in addi- 
tion to Back the Attack appeals. Trib- 
utes to business directors or concerns for 
the part St. Lotiis industry is playing 
in war production were also featurecl. 
W'hile the majority of advertisers signed 
their names to only one program, GA^ - 
LORD Container Corp., Egyptian Tie 
& Timber Co., Terminal RAiLRt:>Au, 
U. S. Cartridge Co., and AV^estern Car- 
iRiDGE Co. each beat the war driuns on 
three programs. Scullin Steel Co. took 
on two shows. 

Oakland, Cat. 

For the Central Bank of Oakland. 
a Liberty Bell theme was adopted with 
the slogan Keep the Bell of Freedotn 
Iii}igiug. Campaign included half-page 
newspaper co]:)y in color, window trims, 
booklets and bank lobby decor, all piv- 
oting around the Bell of Freedom pro- 
gram ovei KR()\\^ A daily (juarter-hour 
at 12:15 P.M., the broadcast is directly 
from the bank lobby, and is introduced 
l)\ tile hea\y tolling of the Liberty Bell. 
(Continued on page ^0) 



• (Above) ... A certificate of ap- 
preciation from the Treasury Depart- 
ment to John Cahai of QUALITY 
BRANDS, INC., and Jack Tatelman 
CO. for their sponsorship of a series 
of programs stressing the sale of War 
Bonds is presented by David Kimel 
of the WLAW (Lawrence, Mass.) 
sales staff. 

• (Right) . . . With the approval of 
KAHN'S, oldest department store in 
Oakland, Cal., KROW devoted the 
daily Man-on-the-Street noon broad- 
cast to the War Bond drive during 
the nationwide Retailers for Victory 
campaign. Listeners were urged £0 
make KAHN'S their bond headquar- 
ters. Here KAHN'S vice president 
J. E. Sullivan tells a member of his 
office staff that on the opening day, 
KAHN'S sold over double its quota. 

• (Center) . . . They keep the Bell 
of Freedom ringing over KROW, 
San Francisco-Oakland, Cal., as a 
LAND'S War Bond campaign. (Left 
to right) Emcee Scott Weakley; 
Mayor of Oakland, Dr. John F. 
Slavich, and bank president Frank 
N. Belgrano. 

• (Below) . . . Radio helped sell 
nearly ^4,000,000 in War Bonds at a 
Million-Dollar War Bond Breakfast 
held in New Orleans, La. WWL plug- 
ged the drive with frequent announce- 
ments. Interviewed here were three 
men who accompanied Brigadier Gen- 
eral Jimmy Doolittle on his bombing 
of Tokyo. 



(Continued from page 48) 
Constructed for the campaign was a 
full-scale model of the Liberty Bell 
placed in the bank lobby. Broadcasts 
emceed by Scott Weakley resemble a 
man-on-the-street but are produced in 
accordance with the Censorship code. 

Public participants for the broadcast 
are recommended by bank officials who 
vouch for their citizenship, character, 
community standing and integrity. In- 
formal quarter-hour is a 
cross between an interview 
and a quiz feature. Ques- 
tions asked have a war twist, 
and as a parting shot emcee 
Weakley directs participants 
to the big bond booth near- 
by. Opening show included 
music by the 217th Coast 
Artillery bank, army and 
navy men returned from 
war areas, as well as mili- 
tary and bank officials. 

Hamilton, Out. 

With nothing to sell the 
public other than good will, the Otis 
Fensom Elevator Co., one of Hamil- 
ton's largest munition plants and peace- 
time maker of elevators, sponsored a 
CKOC show as its part in the Fifth Ca- 
nadian Victory Loan drive. Put on by 
employees of the plant, the program 
consisted of musical numbers and inter- 
views with employees who had made 
outstanding contributions toward the 
war effort. Schedule called for six pro- 
grams to be heard twice weekly. An- 
nouncements by members of the firm's 
own Victory Loan Committee got prom- 
inent spots in the program continuity. 

What the Borden Co. contributed to 
the drive over CKOC was a one-tiinc 
shot. Featured in the half-hour broad- 
cast was the Boruen Golden Crest Male 
Choir made up of company employees. 
Prc-program build up: catchy announce- 
ments spotted at times to catch the larg- 
est possible listening audience. 

Under the sponsorship of the UwrrEi) 
Gas and Fuel Co., This is Our Enemy 
was aired over (^KOC as a special Vi(- 
lory Lojin scries. F'.specially adapted for 

use on this particular occasion, the half- 
hour broadcasts were heard weekly for 
three weeks. Two minute talks by mem- 
bers of the Hamilton Victory Loan 
Committee urged the purchase of more 
bonds to Speed the Victory. 

Portland, Ore. 

From Uncle Sam to KOIN and its 
Portland, Ore., listeners came a heart 
felt ''Thanks a million for a mil- 
lion." Initiation of leaders from 
the State and County Bond offices, 
industries, labor groups, stores and 
organizations who are credited 
with the sale, or promotion of the 
sale, of a million greenbacks in 
War Bonds, is the main prop for 
the weekly broadcasts. Initiates 
have something to get chesty about: 
each member of the Million Dollar 
Club is presented with a gold- 
plated Treasiny Department lapel 
pin, and an engraved certificate of 

Brief, dignified ceremony in- 
cludes thanks from the Treasury 
Department and from the Oregon War 
Savings Staff, and a charge to the can- 
didate to continue his efforts. Member- 
ship candidates are determined by re- 
ports from a secret committee of three 
members of the State War Bond office 
who have access to actual Bond records. 
FYom one to three candidates are taken 
in to the organization on each broad- 
cast. Candidates are presented as repre- 
sentatives of the individual piuchasers 
of Wiir Stamps and Bonds who make 
such records possible. 

Featinxs which while away the ^^0 
mi nines include the KOIN orchestra; 
staff chorus or male quartet; soprano, 
tenor or baritone soloists; brief War 
Bond news flashes; a report from a 
school boy on school sales; interview 
with candidate, and pledge of member- 
ship. Studio applause and laughter keep 
broadcasts informal. 

COMMENT: Since listener res})onse has 
been stepped up with each new cam- 
j)aign, here is finther evidence on the 
\alue of repetition in advertising. 



ring 'em Back Live 

Open CompetitiDn a Shot in the Arm as Special Promotian 
For Daily Radio Program Aired by the M. D'Neil Co., Akron 


HiLE the M. O'Neil Co., Akron, 
O., department store, has two 
daily programs on the air, it believes in 
keeping its WADC radio offerings alive 
and going. With public interest in the 
news at an all time high, O'Neil's 
didn't have to worry about its week-day 
news program. Its daily program of 
organ music and ad lib remarks by Wild 
Oscar, personality organist from Loew's 
Theatre, was something else again. 

O'Neil's was satisfied with tlie listen- 
er ratings on its musical offering, but it 
wanted to maintain that level. O'Neil's 
came up with its WADC Auditions Show 
as a special promotion for its regular 
daily radio program. 

What the special contest and program 
achieved for O'Neil's regular radio of- 
fering: new local personalities and extra 
entertainment into several programs. 
For the store, the contest was also a 
community good will builder and a 
civic gesture. 

The WADC Auditions was an open 
competition for amateur and profession- 
al talent of all types. Prizes totaled S200 
cash and a gold trophy. How successful 
was O'Neil's in its efforts to create in- 
terest in live talent? Nearly 300 acts 
were auditioned by co-sponsor \V^\DC! 

One month before the winners were 
to be announced, \V^A.DC began an an- 
nouncement campaign asking for ap- 
plicants. Promotion for the Auditions 
Show began in two weeks. When the 
auditions were held, the judges had to 
select the ten semi-finalists. It all led up 
to the big show held in the ballroom of 
the Mayflower Hotel, to w^hich 600 
tickets were sold at 50 cents. The pro- 
ceeds went to the United \Var Chest 

In addition to the appearance of the 
ten semi-finalists, the program featured 
an orchestra and CBS News Analyst 
Joseph C. Harsch. Fifteen minutes of 
the program was aired over WADC, and 
at the conclusion of the program, the 
five winners were selected. 

For a week after the auditions were 
held, one of the five winners appeared 
each day on the O'Neil program with 
Wild Oscar. Announcement of winners 
and presentation of awards from the stage 
of LoEW^'s Theatre were also broadcast 
over the airwaves, just one month after 
the contest was first announced. 

What O'Neil's had achieved in 30 
days was a shot in the arm for its daily 
radio program that would last for 52 


• A far cry from the 
old fashioned amateur 
show was the WADC 
Auditions as this close-up 
of the stage indicates. 
Semi-finalists played to 
a full house. 


• (Above) . . . Corner locations 
get customers coming and going 
for Pantaze Drug Stores. Its corner 
on news is part of a hard hitting 
ad-campaign. Merchandise moves 
fast from the Pantaze shelves when 
radio cries the wares. 

News on the Hour Fits Variety Ad 
Schedule for Pantaze Drug Stores 



WHIN the Pantaze Drug Stores planned its radio campaii^ii 
niore than a year ago, it feU that domination of the Mem- 
phis, Tenn., market was a keystone lor radio siuxess. It wanted 
a radio schedide in which the listener woidd eomplelely identify 
Pantaze with its radio oHering. To achieve this goal, Pantaze 
seieded a schednle ol news programs over W^HBQ. 

The word sdicdiilc puts it mildlv. What Pantaze took on was 
the entire W'HBQ news schedide, consisting of 15 daily shows. 
Of these, 1 1 are three-minute headline spots, plus a mid-morn- 
ing and mid-afternoon five-minute analysis, and a morning and 
exening ir)-minu(e news edition. VwW page ad\ertisemenls in two 
Memphis newspapers l)i()ke (he news lo the |)nhh'( al the outset 
of the (ampaign. 

W li\ ticws? No longei" does a morning or an evening news- 
paj)ei sulhcc the pid)li(. Moic and more, radio has trained it to 
exjx'd, and get, frecjuem news l)unelins. VVitli its news-on-the- 
liour s(he{hile from 8:00 A.M. to 10:00 P.M., plus the more com- 
j)l(te newscasts throughout tlie (la\. Pantaze was confident that 
it would ha\(' tlie audience it wanted in its advertising campaign. 
J lie lac t that at tlie end of .52 weeks Paniaze renewed its sched- 



iews News 

Exec, Lake-Spiro-Shurman Adv. Agency 

liie ior another year indicates that the se- 
lection was justified. Results are, with- 
out question, concrete and discernible. 

AVhat are the factors which ha\e 
helped create a successful campaign? 
One element undoubtedly is careful 
editing into a short style. Copy is pared 
to the bone and shaped to crowd in as 
much of the news as possible into the 
news bulletins. \\'hile all news comes 
from the Associated Press Service, the 
copy is rewritten to give the WHBQ 
newscasts an original and fresh ap- 
proach. Tlie short style and spread of 
imusualfy numerous spots to obtain the 
effect of a dense schedide has certainly 
sohed the problem of holding listener 
interest in the Pantaze news broadcasts. 

Another element that has been advan- 
tageous is that the radio schedule lends 

itself to the wide variety of commodities 
which Pantaze stocks. To keep the dif- 
ferent items before the public variety 
advertising is necessary, and the radio 
schedule is perfectly adapted to this ne- 

Commercials are light, and while they 
don't detract from the listener's interest 
in the news, they do focus attention 
properly on Pantaze stores. Most of the 
commercials are of an institutional na- 
ture, but the headline spots are used oc- 
casionally to push a particular item for 
an entire day, w^ith extraordinary results. 

\Var has brought radio the biggest 
audience in its history. News has done 
it. The advertiser who picks news not 
only gets a ready-built audience recep- 
ti\e to his sales message, but he also per- 
forms a public service. 



ay It In Spanish : 


Lowenstein's Department Store, Memphis, Tenn., Plays the Good 
Neighbor, Builds Sales and Good Will with Transcrihed Series 

THERE s more to a 
radio program than 
buying time. To achieve 
^ ■■■^-■i -^ radio success, aU adver- 
^J ffit^ tising activities in an 

media must be coordi- 
nated. With that as its 
major premise, Lowen- 
stein's Department Store, Memphis, 
Tenn., set out to make WMPS hsteners 
sit up and take notice. The program that 
Lowenstein's offered was Let's Learn 
Spanish, a Time & Life transcribed 
series. What Lowenstein's set out to do 
was to build a large audience, and it 
wanted that audience available with the 
first broadcast. Promotion did the trick. 
Newspaper publicity was the first step, 
and the Press-Scimitar assigned a staff 
writer to cover the program. For two 
weeks preceding the first broadcast, the 
Press-Scimitar ran daily stories about the 
series. On the opening night, the news- 
paper ran a full page streamer across the 
bottom of page one with time-and-sta- 
tion data! 

Newspaper advertising was also used 
to good advantage, and for two weeks, 
Press-Scimitar readers saw a series of 
teaser ads, and Lowenstein's program 
tie-ins with its regular advertisements. 

Direct mail was also a part of the cam- 
paign, and the program department of 
Time sent letters to people whose names 
WMPS had submitted. One week before 
the first broadcast, an additional thou- 
sand letters supplied by Time on Time 
letterhead were sent to civic groups, edu- 
cators, dubs, and city officials. As a part 
of the build-up, Lovvi.Nsn.iN's j>laced a 
display in its most pioniiucnt -window. 

Nor was radio itself over-looked. Dur- 
ing the two week campaign, WMPS car- 
ried five or six announcements daily, 
first as teasers, later as out-and-out pro- 
moters. A number of the announcements 
were transcribed; attention- getting 
sound effects and several voices empha- 
sized travel in South America after the 
War and stressed the fact that Let's 
Learn Spanish was an easy way to learn 
the language. 

AV^ith these tie-ups, there was only one 
additional method by which the audi- 
ence could be built, but it was invalu- 
able. That was word-of-mouth. Arrange- 
ments were made with representatives 
of schools, civic clubs, the Board of 
Education, and the Chamber of Com- 
merce for a private prevue of the pro- 
gram on the Monday before the series 
started its 13-week educational course. 
From this meeting, Lowenstein's se- 
cured permission to insert a story in the 
Superintendent's Bulletin to reach all 
teachers in the city. Club women inter- 
ested in Latin American affairs also 
spread the word among leading civic 
and social clubs. 

Along with its promotional efforts for 
the program, Lowenstein's also pro- 
moted the sale of a Let's Learn Spanish 
booklet offered in connection with the 
course. The booklets, available only in 
Lowenstein's Book Department, were 
offered for one dollar each, and the first 
week the program was heard, Lowen- 
stein's sold 1,000 copies! 

Ade(|uate backing had done in Mem- 
pliis what had been accomplished in 
other cities. 



Advertising as usual went out 
Xm with business as usual, all ot 
which introduces a story of new 
radio showmanship. The most re- 
cent chapter of the story concerns 
the Knapp-Monarch Co., St. Louis, 
Mo., which stopped making elec- 
trical appliances to go into war 
work. The company found that 
even without goods to sell, as a war 
plant it still had a selling problem 
with workers; it wanted workers to 
work hard for the war effort, and 
it wanted more workers. 

That's where KSD stepped in. 
With a Missouri Show Me spirit, 
Knapp-Monarch wanted to know 
how radio could help meet its man- 
power shortage and build morale 
of its workers. KSD designed a 
thrice-weekly series of quarter-hour 
shows with Russ David and KSD's 
11-piece staff orchestra. Naturally, 
entertainment had to be the foun- 
dation of the programs, and the 
KSD orchestra had proved its en- 
tertainment value in regular NBC 
network broadcasts on St. Louis 

With good music as the founda- 
tion, script writers had to build the 
program's superstructure. First 
came the employee morale angle. 
Scripts did two things: pointed out 
what former Knapp-Monarch em- 
ployees were doing in the armed 
forces, and reported on vital war 
jobs done by those who remained 
on the production line. 

The object was simple: by parallel 
(not comparison) it was expected that 
Knapp-Monarch employees would un- 
derstand that their job was part of win- 
ning the war, as much a part as that of 
former workers now fighting overseas. 
The company publication tied-in with 
this program idea by printing similar 
items about the fighting and working 
employees, along with an advertisement 
of Knapp-Monarch's "own radio show." 

Next came the problem of writing ef- 
fective labor recruiting appeals, based 
on what a person would want in look- 
ing for a job in the midst of war. Scripts 
stress these opportunities for Knapp- 

When Radio Wields the Baton, 
Timely Appeals for Workers Step 
Up Employee Morale for the 
Knapp-Monarch Co., St. Louis 

Monarch workers: (1) a chance to do 
important war work, (2) the probabil- 
ity of a peace time job when the com- 
pany returns to making electrical goods, 
(3) an opportunity for "learning while 
earning" and for rapid advancement, 
and (4) last but not least, good transpor- 
tation to the war plant. 



There was the added question of 
reaching the special reahii ot woman- 
power. \Vomanpower is special in this 
way: many women still teel, twentieth 
centur\ and war conditions notwith- 
standing\ that industrial work is not for 
the distalf side. 

How KSD got around these problems 
k shown briefly in these excerpts from 
several broadcast appeals for workers: 

''There are many loays of doing 
your share in the war effort . . . 
buying bonds . . . giving to the com- 
munity war chest . . . doing volun- 
teer work. But there is one place 
right noxo where YOU are needed 
. . . i)i essential industry. When you 
choose Knapp-Monarch Company, 
you'll find yourself joining a loyal- 
■tninded crew of men and women 
who know where they are going . . . 
K))i the road to victory . . . and who 
'know the fastest luay to get there! 
■Soldiers in overalls and slacks, if you 
pltase, but just as important as any 

"At KM, xvomen operate Jnige 
punch presses . . . great machines of 
production that women nex)er oper- 
ated before. 

''Knapp-Monarch is now training 
and employing men and zoom en for 
well paid jobs. Knapp-MonarcJt 
trains you under actual shop con- 
(ditions . . . and you earn while 
you learn . . . receive a phy- 
sical examination xvithout 
charge . . . 

"There is a?! opportunity ^q 
do sometliing to help the ;?ear 
effort and to carry rr^hl oji 
after victory is won . ^ . m an 

industry where working conditions 
are good . . . wliere advancement is 

"You can reacJi the Knapp- 
Monarch plant by simply taking a 
street car or bus . . . transferring to 
the Arsenal street bus . . ." 

Results? Surely! 

riie first program produced new job 
applications for the sponsor. And the 
first few shows brought in enough ne^v 
workers so that Knapp-Monarch was 
able to withdraw the employment ap- 
peals, at least temporarily. Less definite 
but just as real is the response to the 
morale angle. At lunch hours, Knapp- 
Monarch's workers have listened en- 
thusiastically to KSD's transcriptions of 
Tempos of Today played on the plant's 
public address system. 

Incidental to these program aims, but 
fully as important, is the value of the 
shows' institutional advertising. There 
is no direct advertising of products, of 
course. There are no products to sell. But 
KSD is spreading the Knapp-Monarch 
name before people who will want to 
buy electrical appliances after the war. 
And the broadcasts are building good 
will in this future market b\ describing 
the sponsor's con tri bin ion to the war 




New radio programs worth reading 
about. No result figures as yet. 


WHAT'S YOURS When WWL listeners 
in New Orleans, La., hear What's Yours, 
the answer is Regal Beer. Keeping that 
answer on the tip of the listener's tongue 
for the American Brewing Co. is piano 
stylist Claire Nunn, with smooth and 
boogie-woogie vocal and keyboard num- 

Regal radio formula includes three 
different shows a week, each heard at the 
same time of the day. Those who tune 
in What's Yours for Monday night lis- 
tening pleasure, get Talk of the Town 
each Wednesday evening. What the town 
talks about is a mixture of a featured 
singer from a local night spot with dram- 
atizations of personalities and happen- 
ings on the war fronts. During 
the football season, Regal's Fri- 
day night offering is Eddie i^y 
Reed's Football Fore(ast. " 

air FAX: Sponsor: American Brewing Co. 
Station: WWL, New Orleans, La. 
Power: 50,000 watts. 
Population: 473,225. 

COMMENT: With a variety of program 
offerings, sponsors enlarge the listener 
horizon, get a greater penetration into 
the market. With just such devices is 
mass distribution estal)lished and main- 

Department Stares 

question the fact that the right introduc- 

lions gel resuhs. For the May (Company, 
Denver, Col., department store, Fifrfuinii; 
Heroes of the U. S. Na-oy over KOA led 
to more than a speaking accpiaintance 
with radio. When a quarter-hour morn- 
ing period opened up, May Co. hastened 
to take advantage of this chance to in- 
troduce itself to KOA's listeners. Six 
times weekly The May Company Pre- 
sents a bit of this and that to suit varied 
tastes and interests. 

Between merchandising reports by 
KOA staff writer Evadna Hammersley a 
duo piano team plays current hits and 
old favorites. For the benefit of those 
who haven't braved the elements at 8:45 
A.M., announcer Jack Flitchcock gives 
a brief weather report at the start of the 
show. At the mid-point there's a salute 
to army and navy heroes from Colorado. 
Tribute is paid to men who have died 
in battle, service men who have been 
cited for heroism beyond the call of 
duty, or to Coloradoans who have re- 
ceived promotions in rank. Names and 
addresses are read. Near the sign-off an- 
nouncer Fiitchcock presents a minute of 
news highlights to round out the pro- 

AIR FAX: Formulated and scripted by versatile Evadna 
Hammersley, the show is produced under the direc- 
tion of production manager T. Ellsworth Stepp. 
First Broadcast: November 1, 1943. 
Broadcast Schedule: Monday through Saturday, 8:45- 
9:00 A.M. 
sponsor: The May Co. 

Station: KOA, Denver, Col. 

Power: 50,000 watts. 

Population: 303,273. 

COMMENT: While with- 
out doubt the straight mer- 
chandising and music com- 
bination does a good piece 
of business for advertisers, 
the tune-in is increased in 
direct ratio to the amount of entertain- 
ment added to the format. Series here is 
a skillful blend of both. 

Department Stores 

MUSICAL MOMENTS Making the most 
of its Musical Moments is McCallum's 
Department Store, Holyoke, Mass. 
When McCallum's set out to measure 
results in terms of time units instead of 



units of type, it put AVHYN to the acid 
test. Each of the daily five-minute fea- 
tures pushes a special value. More than 
satisfied from returns is McCallum's. 
Response indicates that for pushing spe- 
cial values, radio has a special value. 

Format includes two selections of pop- 
ular concert music. Middle open minute 
carries the commercial wallop. As a pub- 
lic service feature, McCallum's surrend- 
ers its 60 seconds of commercial time for 
holidays, civic drives, w^ar bond appeals 
and blood bank requests. 

AIR FAX: Music is transcribed. 

First Broadcast: September 13, 1943. 

Broadcast Schedule: Daily except Sunday, 6:25-6:30 


Preceded By: According to the Record. 

Followed By: Christian Science World News. 

Sponsor: McCallum's Departmentt Store. 

Station: WHYN. Holyoke, Mass. 

Power: 250 watts. 

Population: 5 3,750. 

COMMENT: It isn't the amount of time 
but what is done with the time that 
spells radio success. Advertiser here has 
an easy and inexpensive to produce pro- 
gram with everything it takes to carry 
its own weight salesw^ise. 

Drug Products 


"Where have I seen you before" is a 
question that represents human frailty. 
The facial contours may be familiar but 
the only spark it creates is one of luicasi- 
ness. Proving that the right introduc- 
tions get results is the KHJ two-year-old 
feature now under the Vicks banner. To 
give Los Angeles, Cal., listeners the low- 
down on Faces and Places in the News 
is the purpose of the quarter-hour fea- 
ture heard t hi ice weekly. 

AIR FAX: Faces behind the faces in the news include 
news editor Jack Desch; feature writer Howard Cul- 
ver and writer-producer Pat Kelly. 
First Broadcast: 1941. 

Broadcast Schedule: T-Th-S, 9:30-9:45 P.M. 
Preceded By: Gabriel Heatter. 
Followed By: Variety. 
Sponsor: Vicks. 

Station: KHJ, Los Anjjeles, Cal. 
Power: 5,000 watts. 
Population: 1,497,074. 

Agency: Batton, Barton, Durstin 8C Osborne, New 

COMMENT: With news developing thick 
and fast from every quarter of the globe, 
the crying need is for interpretation. 
Advertisers who use this method to keep 
their names before the public also get a 
splendid chance tto interpret their own 

Drug Products 

fairs of state crowd all else from the local 
new^s sheets, little people and places still 
make news. When Grove Laboratories, 
Inc. took on fotn^ news shows on KGW, 
Portland, Ore., it didn't forget the little 

With a quarter-hour of straight news, 
a Day Foster commentary, and a Labor 
A^eios series, Grove strengthened the 
bridge between product and constimer 
with Your Home Town News. A ten- 
miniue summary of news from the Pa- 
cific Northwest, the series features items 
that aren't carried on other newscasts 
throughout the day. 

AIR FAX: First Broadcast: 1941. 

Broadcast Schedule: Monday through Friday, 10:15- 

10:25 P.M. 

Preceded By: News. 

Followed By: Music. 

Sponsor: Grove Laboratories, Inc. 

Station: KGW, Portland, Ore. 

Power: 5,000 watts. 

Population: 305,349. 

COMMENT: News as stich is a large 
package. Radio advertisers who put their 
money on news broadcasts can winnow 
out the type of news broadcast best 
suited to their needs. Here is one des- 
tined from the start to catch the ear of 
the little man. 


LONGMIRE REPORTS For the past 32 
Ncais. the C^anadian Fur Co., Johns- 
town, Pa., lias put the accent note on 
(jiiahty. When it tinned to radio and 
WjAC^, what it wanted was a program 
with the accent on the same note. Long- 
rnire Reports was the foxey sohition for 
Canadian Firs. Listeners get a network 
newscast direct from the nation's capitol 



five times a week. Sponsor gets a 40-sec- 
ond opening identification, a ()()-second 
middle commercial and an 8()-second 
closing annoiuicement. 

Commercials of an institutional na- 
ture stress quality. Another key to the 
announcement series is the "locally- 
owned" angle. That it is the right com- 
bination is indicated by the fact that at 
the end of the first IS weeks, owner 
David Pinsky signed again. Pre-an- 
nouncements and newspaper ads in two 
Johnstown dailies plugged the Canadian- 
Fur sponsorship, although the series had 
run on WJAC as a sustainer before the 
NBC series was made available as a local 
feature. AVindow displays also 
turned listeners the Canadian 
Fur way. 

AIR FAX: Series is an NBC feature 
available to affiliated stations for local 

First Broadcast: October 1, 1943. 
Broadcast Schedule: Monday through 
Friday, 1:45-2:00 P.M. 
Preceded By: Dance Music. 
Followed By: The Guiding Light. 
Sponsor: Canadian Fur Co. 
Station: WJAC, Johnstown, Pa. 
Power: 250 watts. 
Population: 105,265. 

COMMENT: Sponsor here had the ad- 
vantage of an established audience, and 
his only problem was to acquaint that 
audience with his sponsorship. Wisely, 
advertiser determined in advance the 
elements to keynote the commercial mes- 
sage, lets these keynotes snowball to tre- 
mendous proportions through the sheer 
weight of repetition. 


PETE'S KITCHEN W^hile a variety of 
sponsors play host in Pete's Kitchen, 
they all share in his recipe for sticcess. 
On the theory that too many cooks spoil 
the broth, participating sponsorship is 
restricted to eight accounts on the 6:30 
A.M. program. 

In the early morning show, emcee Bud 
Baldwin carries on a monologue with 
various mythical customers, in the course 
of the one-sided conversation rings in 
the sponsor's message. 

Transcribed in the kitchen of one of 
the local hotels was the background 
sound platter used during the kitchen 
patter. Between announcements and 
jokes, Dayton, O., listeners hear tran- 
scribed music supposedly supplied by a 
jtike box. Juke box sound effect is 
achieved with a pay station phone box 
and a two-bit piece. 

That AV^HIO listeners take realistic 
sound effects to heart is indicated by the 
fact that listeners write asking to drop 
in for a cup of Java. \\^hilc coffee and 
toast may be mythical, no figment of the 
imagination are sponsor returns. While 
Ludlow Furs and Bilmar Loan crossed 
their fingers, hoped for the 
best from such an early morn- 
ing participation, pleasant 
was their stirprise when up- 
ped sales indicated that Pete's 
KitcJien dished up the gravy. 

air FAX: Basically a Breakfast in Bed- 
lam with a few new ideas tossed in 
is the 60-niinute early morning inter- 

Broadcast Schedule: Saturday, 6:30- 

7:30 A.M. 

Preceded By: Music. 

Followed By: News. 

Sponsor: Ludlow Furs; Bilmar Loan; 

Bob's Shoes; Hearthstone Service; 
Krug Certified Bread; Weiler Welding; Da Vue 
Theatre; Arrow Wine. 
Station: WHIO, Dayton, O. 
Power: 5,000 watts. 
Population: 225,609. 

COMMENT: For advertisers with limited 
budgets, the participating program offers 
tremendous possibilities. Extra listener 
bonus for early morning participations: 
wartime work schedules. With money in 
its pockets, the rooster's audience is one 
well worth cultivating. 


front, Food Fights for Freedom. On the 
battlefield, the men in uniform fight the 
same battle for freedom with tanks, guns 
and planes. Because the two must fight 
together, the Kuner-Empson Company 
OF Colorado, canners of Colorado 
grown fruits and vegetables, took to 
KOA with the transcribed feature, War 



Denver, Col., listeners listen in on the 
heroic stories of a new kind ot American 
hero whose only ammunition is pen and 
pad. Based on the exclusive reports of 
the JVar Correspondents of the Associ- 
ated Press, AV^ide World, and the Ca- 
nadian Press, the dramatized reports 
bring listeners history at first hand. 
Heroes are the War Correspondents who 
daily risk their lives to bring news of 
America's fight for freedom. 

Commercials relate the victory contri- 
bution of war correspondents to the 
Kuner-Empson contribution to victory 
through food packed and canned, sent 
on to the armed forces. Stressed is the 
fact that the bumper crop of peas, corn, 
tomatoes, beans, pumpkin, other Colo- 
rado grown produce, was harvested by 
businessmen and women during vaca- 
tions and free time. 

To produce a bimiper crop of listen- 
ers, screen trailers in Fox Denver and 
Inter-Mountain Theatres got the at- 
tention of devotees of the silver screen. 
Cards on the entire fleet of Yellow 
Taxis added to the fanfare. Courtesy 
announcements and merchandising let- 
ters to grocers also reaped a liarvest of 

AIR FAX: Featured in the all-star cast is John B. 
Kennedy and Jimmy Wallington. A 35-piece orches- 
tra provides the theme music. Series is a sequel to 
Eye Witness News. 
First Broadcast: April 29, 1943. 
Broadcast Schedule: Thursday, 9:15-9:30 P.M. 
Preceded By: Fred Waring. 
Followed By: Skippy Hollywood Theatre. 
sponsor: Kuner-Empson Co. 
Station: KG A, Denver, Col. 
Power: 50,000 watts. 
Population: 303,273. 
Producer: Frederic W. Ziv. 

COMMENT: Rich in entertainment 
\aliic, high in public morale content is 
a program vvhidi brings to dramatic life 
the slor\ ol ihc world wide conflict 
which is Icli in every village and hamlcl 
the world over. Sponsor here has the ad- 
V am age of a nelwork cast and program 
al piiiciv locti (osls. 

hall, the Concert Hall has one advantage 
over the music hall. AVhile the audience 
for poptilar music is a transient one, 
those who frequent the Concert Hall are 
apt to see the same old faces from one 
year to the next. For this loyal group 
Scout Cabin Products wields the baton 
in its nightly 45 minutes of better music. 

Brief and to the point are the institti- 
tional commercials: "If your dealer 
could not supply the Scout Cabin Prod- 
uct of your choice today, please try again 
tornorroxv." While the Concert Hall has 
been a standard feature of WAOV since 
start of operations in 1940, Scout Cabin 
sponsorship is the first time that a note 
of commercialism has been sounded. 
Mtisic comes for the World and Lanc 
WoRiH libraries. 

First Broadcast: October 10, 1943. 

Daily, including Sunday, 9:00- 


Broadcast Schedule 
9:45 P.M. 

Preceded By: Dancing Along Wabash 
Followed By: Sign-Off News. 
Sponsor: Scout Cabin Products. 
Station: WAOV, Vincennes, Ind. 
Power: 250 watts. 
Population: 18,228. 

COMMENT: The tremendous nicrease 
in instilulional advertising has seen 
some of the best in local racUo come in- 
to its own. While i^rograms of this kind 
goi ihe (old shoulder from advertisers 
with a selling canijjaign to push, the 
man with nothing to sell wants a |)res- 
lige l)uilding piogram in line Avilh the 
institutional line. 


CONCERT HALL Although it docs not 
need I lie scaling capacitv ol I lie music 


OUR TOWN While visiting firemen get 
a gicat big hand, the men who give char- 
actci and meaning to Our Town are 



often unsung heroes who conlribulc 
their bit without benefit of lanfare. 
llianks to the Nkvv England Scrkvv C^o., 
VVKNE hsteners are taken behind the 
scenes to watch such [ohn Does in 

To all civic, social and fraternal 
organizations and service clubs went the 
invitation to make this weekly half-hour 
feature their mouthpiece. On each 
broadcast, some one organization has 
the chance to present its story. What the 
30 organizations have in common with 
New England Screw Co.: the aim and 
purpose to promote the best interests of 
Keene, N. H. 

From the Y.M.C.A. come young peo- 
ple to tell of their work in the organ- 
ization. A joint convention of the Mayor 
and Board of Alderman and the Com- 
mon Cotnicil took listeners behind the 
scenes for a glimpse of city government 
in action. 

AIR FAX: First Broadcast: November 21, 1943. 
Broadcast Schedule: Sunday, 8:00-8:30 P.M. 
Preceded By: We the People. 
Followed By: Crime Doctor. 
Sponsor: New England Screw Co. 
Station: WKNE, Keene, N. H. 
Power: 5,000 watts. 
Population: 13,832. 

COMMENT: Programs of the kind here 
bolster that very community pride which 
is essential for business enterprise. 


kids of every age in the KFNF listening 
area, he doesn't care of fig newton if his 
popularity is threatened by Charlie the 
Studio Cat. The two are inseparable, 
and when the imaginary white cat ran 
away from his grandma's catnip farm 
near Pussycat Hollow, Neb., ended up in 
Shenandoah, la., it was Uncle Al who 
befriended him. Currently he purrs for 
Amred Products, Omaha, Neb., gets a 
saucer of milk five times a week for yeo- 
man service in keeping up the demand 
for Comic Popped Wheat. Results from 
contests and returns from proof-of-pur- 
chase offers proved to Amred that Uncle 

Al and (ihailie are moic ihan (i^mcnis 
of (he imaginalion. 

C^liarlie goes to kitniii^dytcii , is under 
the lutelage of Miss Esmerelda Pickens. 
His playmates include ''Roger, the 
C-A-L-F," whose father is a tobacco 

salesman whose picture often appears 
on billboards. The entire quarter-hour 
is an utter fantasy with animals talking, 
otherwise acting like human beings. 

air FAX: Broadcast Schedule: Monday through Satur- 
day, 6:00-6:15 P.M. 
Preceded By: Music. 
Followed By: Music. 

Sponsor: Amred Products Co., Omaha, Neb. 
Station: KFNF, Shenandoah, la. 
Power: 1,000 watts (d). 
Population: 6,846. 

COMMENT: Ihat blood and thunder 
serials aren't the only direct routes to 
the youthful ear is proved by programs 
of this variety. While advertisers have 
found the wisdom of penetrating the 
home through the good will of the small 
fry, sponsors who rely on offerings which 
cause the blood pressure to raise sales 
often incur the wrath of parents and 

Men's Wear 

HERE'S THE LATEST AVhile most ad- 
vertising capitalizes on a youthful ap- 
peal, today's advertisers find that the 
man with grey in his hair also has an 
ear for what is up-to-the-minute and 
timely. To fathers and the older men, 
Furmbilt Clothes, with stores in Cali- 
fornia and LUah, offers Here's the Latest 
over KDYL, Salt Lake City, Utah. 

Each program highlights the latest 




# FURMBILT store window displays a 
mannequin standing before a KDYL 
mike with a news ticker at his side. 

news in sports, motion pictures, books, 
music, styles, other timely subjects. Each 
news bit is introduced with the phrase: 
"Here's the latest in . . ." While man- 
ager Le Roy Furman geared the show 
to hit the older men between the eyes, 
a portion of the program is aimed 
straight at young men working in war 
plants with extra dough for good 
clothes. Commercials are worked into 
the continuity as news items on the lat- 
est men's fashions. 

AIR FAX: Announcers Ray Ovington and Glenn Har- 
ris handle the mike chores on the weekly quarter- 

First Broadcast: October 23, 1943. 
Broadcast Schedule: Wednesday, 6:30-6:45 P.M. 
Preceded By: News. 
Followed By: News. 
Sponsor: Furmbilt Clothes. 
Station: KDYL, Salt Lake City, Utah. 
Power: 5,000 watts. 
Population: 2 38,506. 

COMMENT: .\{|\ crl isci s who aic la(X(l 
wiili I lie |>i()l)l(in of replacing lost xoi- 

ume are finding tliat radio is the quick 
way to establish a new clientele. While 
the format here is simple, the elements 
of shoiomanship in presentation are 
what make the program effective. 



DOWN THE WAYS While adventure 
on the high seas produced such classics 
of literature as Moby Dick and Seven 
Years Before the Mast, new chapters in 
the saga of the sea are being written to- 
day by men who go down to the sea in 
ships. In Portland, Ore., many of these 
men sail on ships fitted by the Buckler 
Chapman Co., a shipfitting firm which 
outfits the Kaiser ships built in the 
Portland area. 

To keep public relations on an even 
keel, keep employee morale out of dry 
dock, Buckler Chapman turned to 
KEX, launched a 30-minute weekly 
show. Listeners tune-in a dramatic ac- 
count of true stories of the sea brought 
back by men of the Merchant Marine 
who land in Portland. AVeekly advertise- 
ments in the Portland Oregonian help 
rouse the interest of the landlubbers. 

AIR FAX: Program director Homer Welch pilots the 
institutional craft, keeps everything ship-shape. Piping 
the tunes for the tars is the KEX staff orchestra. 
First Broadcast: September 29, 1943. 
Broadcast Schedule: Wednesday, 7:30-8:00 P.M. 
Preceded By: This Is Your Business. 
Followed By: Watch the World Go By. 
Sponsor: Buckler Chapman Co. 
Station: KEX, Portland, Ore, 
Power: 5,000 watts. 
Population: 305,349. 

COMMENT: Loaded to the gunnels with 
a heavy cargo of good w'ill is the institu- 
tional vessel, and advertisers who book 
passage today are assured a successful 
crossing to the land of plenty. 


ing ihc sinall fry in a new light are 

WLAC lisUMcrs 

Nashville, Tenn. 



When Bell's Booteries took to the air- 
waves, it put reverse English on the old 
adage that ''children should be seen and 
not heard," came out with Children 
Analyze the News. 

Six public school youngsters take up 
topics of national interest, give vent to 
their own opinions in a roundtable dis- 
cussion on each of the weekly broad- 
casts. Selection of the panel is deter- 
mined within the various Nashville 
schools, is based on the six best in- 
formed, most alert moppets between the 
ages of ten and 13 years. No script is 
used, but a brief discussion before air 
time gets the youngsters warmed up, 
rarin' to go. 

Strictly a newspaper advertiser until 
WLAC came up with Children Analyze 
the News was Bell's Booteries. After a 
short trial period with the novelty fea- 
ture, store manager Rue Roberts went 
way out on the limb, not only signed on 
the dotted line for 52 weeks, but also 
bought two additional programs. Other 
programs to which Bell's Booteries 
name is now signed: a Sunday half-hour 
of Memories that Linger, and a weekly 
half-hour musical show. 

Little direct selling is written into 
commercials. The ball that store man- 
ager Roberts wants to keep in motion: 
the good will of the younger generation 
for future business. Example: 

"Bell's Booteries knows the kinds 
of shoes children love . . . and their 
experts are able to fit them in the 
exact sizes they should wear. So, 
boys and girls, keep these facts in 
mind when you come to town with 
Mother and Dad for your new shoes. 
Ask them to visit Bell's Booteries 
with you, and see the different styles 
in Simplex Flexies and Vitality 

Opening and closing commercials are 
handled by announcers. 

AIR FAX: Program director Paul Oliphant handles the 
show, stands by ready to give the youthful commen- 
tators the helping hand. 

Broadcast Schedule: Thursday, 5:15-5:30 P.M. 
Sponsor: Bell's Booteries. 
Station: WLAC, Nashville, Tenn. 
Power: 50,000 watts. 
Population: 167,402. 

COMMENT: High in favor with educa- 
tors lor their educational value arc })ro- 
grams of this kind. While the program 
here is directed to the children, it is also 
interesting and entertaining for adults. 


THEATRE TIPS When Interstate 
Theatres took on KTBC for its press 
agent in Austin, Tex., it took a tip from 
its own claim to fame, ie, 'Tour Best 
Bets in Entertainment," saw to it that 
its week-day quarter-hour stacked up to 
the same level. What it gives listeners in 
addition to the commercial listing of 
current pictures includes a round-up of 
Hollywood news, and hit music from a 
current picture. Patter between an- 
nouncer and femme-announcer on the 
merits of Interstate Theatres works 
in the commercial the painless way. 

Original format included a telephone 
call to a name picked at random from 
the telephone book. If it were a lucky 
day for the person dialed he could tell 
what was playing at a certain Inter- 
state Theatre, was thereby made rich- 
er by two free tickets. 

air FAX: Format: Theme; announcement of program; 
patter between narrator and announcer; current show 
list by announcer; round-up of Hollywood news by 
narrator; show tune from a current picture; more 
Hollywood news; a longer, more complete listing of 
current Austin pictures by narrator; sign-off, and 

First Broadcast: June 18, 1943. 

Broadcast Schedule: Monday through Saturday, 
10:30-10:45 A.M. 
Preceded By: Music. 
Followed By: Music. 
sponsor: Interstate Theatres. 
Station: KTBC, Austin, Tex. 
Power: 1,000 watts. 
Population: 87,930. 

COMMENT: As the motion picture in- 
dustry itself makes greater use of radio 
to publicize individual pictures, distrib- 
utors will find it profitable to capitalize 
on this additional fanfare through the 
medium of a consistent radio schedule. 
All to the good here is the close tie-up 
between the advertised product and the 
program content. 




RADIO SHOWMANSHIP welcomes unusual photo- 
graphs of merchandising stunts used by businessmen to 
promote listener interest in their radio programs. 

Tune-In Tune-Ups 

'''^ ■t:^4^ 


• (Left) . . . Fighting men in the South Pa- 
cific had something with which to barter as a 
result of a one-time request on Romance of the 
Highways, a KFRC feature aired for GREY- 
HOUND BUS LINES. Commander A. W. 
Scott, commentator, and Phyllis Neumann 
check over packages of listener-sent junk jew- 

• (Below) . . . When KWLM, Willmar, 
Minn., set out to promote Gracie Fields Victory 
Show it did so with a vengeance. For five weeks 
president-manager H. W. Linder (left) and 
promotion manager Gil Frayseth were as busy 
as one-armed paper hangers. Promotionotions: 
distribution of free packs of PALL MALL 
cigarettes with a special audience promotion 
sticker; a picture hi-lite in KWLM's Radio 
Guide; sound car tie-in with Holy Matrimony, 
starring Gracie Fields; 500 letters to cigarette 
dealers; 272 radio announcements, and 67 
newspaper advertisements. 




Tune Up Tune-In 


• (Above) . . . Fighting heroes and members of 
their families get the spot-light in the KOA weekly 
half-hour feature for the MAY CO., Denver, Col. 
To keep the tune-in tuned up, sponsor uses window 
displays (center). (For story, see RS, January, 1944, 
p. 25). 

mm NAVY 


»tt«E* W 

• (Below) . . . When 
the Desert Warrior, 
her bombing crew 
from Italian cam- 
paigns, arrived in Salt 
Lake City, Utah, to 
give the morale of 
ING CO. High Oc- 
tane Plant workers a 
shot in the arm, 
KDYL covered every 
phase of the event. 
Entire proceedings 
were condensed into 
a 15-minute program 
which gave listeners 
an overall picture of 




This is the businessman's own department. RADIO SHOW- 
MANSHIP invites radio advertisers to exchange results and 
reactions to radio programs for their mutual benefit. 


MUSICAL CLOCK "I have found that 
intelligent use of radio as an advertising 
medium the best, if not in my case, the 
only medium to acquaint the public 
with what Pay 'n' Save Super Market 
has to offer. Radio has something that 
other advertising methods cannot offer. 
That is instantaneous publicity. When- 
ever I am able to make an advantageous 
purchase of fresh fruits or perisliables 
of any kind, I can acquaint the consum- 
er with this fact immediately throtigh 
the use of radio. If I had to wait to put 
my message into print, the stock would 
perhaps spoil before it could be moved. 
I would lose and the public would lose. 
"Radio has established mass selling 
at Pay 'n' Save and through mass sell- 
ing as in mass production, I can afford 
to keep prices down. Nor have I found 
radio advertising to be expensive. It is 
the cheapest form of advertising possi- 
ble, and moves merchandise faster and 
with less effort than any other advertis- 
ing media. I have tried just about all 
the advertising media and I feel that I 
know what I'm talking about." 

Pay 'n' Save Super Market 
Butte, Mont. 

AIR FAX: Pay 'n' Save uses every trick in the radio 
book, is on the air through-out the day. 
Sponsor: Pay 'n' Save Super Market. 
Station: KGIR, Butte, Mont. 
Power: 5,000 watts. 
Population: 67,883. 

COMMENT: Mere is one advertiser who 
answers ilic (juestion of whether radio 
can work for a nudti-operation store 
with :i loud, cmplialic affirmative. It 
didn'l l;ikc j(i( h lo build this house. It 
was the selection of the right medium 
and the proper use of that medium that 
did the trick. 

Home Furnishings 

done considerable advertising over both 
Detroit and Toledo stations during the 
past several years and the most effective 
program we have used to date has been 
a one-minute transcription of a one-way 
telephone conversation. Various conver- 
sations are carried on, but at no time is 
the price of furniture mentioned. 

"The woman carrying on the tele- 
phone conversation tells her friends or 
relatives abotit the beauty of the Floral 
City Furniture showroom, and com- 
ments on the various styles of furniture. 
In some instances she brings oiu the 
point that she has just visited the show- 
room and made a selection of various 
pieces. On some occasions she advises her 
friends that delivery has just been made 
by the Floral City Furniture Co. van 
and that she is getting her house settled. 
Of course she tells them how beautiful 
the house looks. AV^e have now used this 
program for the past 12 months and re- 
sponse has been very good." 



Floral City Furniture Co., Inc. 

Monroe, Mich. 

AIR FAX: A regular schedule of spot announcements 
is used. 

Sponsor: Floral City Furniture Co., Inc., Monroe, 

COMMENT: For the advertiser who 
wants to be certain that his commercial 
message will be given exactly as he in- 
tends it to be heard, transcribed an- 
nouncements tailor-made for his busi- 
ness are the answer. By means of tran- 
scriptions tlic sponsor (an achieve dra- 
matic and attention getting announce- 
ments that are impossibilities when the 
message is given live. 




Promotions and merchandising stunts that 
will lift a program out of the ordinary. 


QUARTERMASTER No man knows the 
wartime trials and tribulations of the 
corner grocer better than Sam Adams 
Your Homefront Quartermaster. Genial 
Sam knows because he is one himself. 

To ring the bell with grocers in Vin- 
cennes, Ind., Bell Bakeries brings Sam, 
his friends and his customers to WAOV 
listeners three times weekly. To bring 
the show into focus for each and every 
local grocer, Bell stocked its larder, 
staged a buffet supper for the men and 
women in the area who provide the 
housewife with her daily bread. 

Further indication that Bell Bakeries 
knew its groceries when it came to radio: 
window and showcase displays, posters 
on delivery trucks and direct mail-to- 
grocers. Bell's sponsorship of the series 
designed to soften the blow of rationing, 
scarcities, et al, for grocers, was a boun- 
tiful spread of strictly unrationed good 

AIR FAX: A tailored, transcribed series, Sam Adams 
combines first rate entertainment with educational 
content for the consumer. To keep the educational 
content Grade A, strictly fresh, the series is cut a 
week at a time, is aired the following week in all 
parts of the country by food accounts who are gar- 
nering good will today for the fruit it will bear to- 

First Broadcast: November 8, 1943. 

Broadcast Schedule: M-W-F, 9:30-9:45 A.M. 

Preceded By: What's New. 

Followed By: Markets and News. 

Sponsor: Bell Bakeries. 

Station: WAOV, Vincennes, Ind. 

Power: 250 watts. 

Population: 18,228. 

COMMENT: While good will itself is an 
intangible asset, very tangible are the 

methods by which it is built. Here is a 
current, timely series designed to accom- 
plish (his one purpose. Wisely, sponsor 
here used everything in the book to call 
the grocer's attention to its sponsorship. 

Drug Products 

WEEK IN REVIEW While mother may 
rock the cradle, thereby rule the world, 
the infant in that cradle is the person 
who rules the roost. To reach His Majes- 
ty the Baby through his parents, the 
Wm. W. Lee & Co., makers of Save the 
Baby, a cold product, offers WSNY lis- 
teners in Schenectady, N. Y., its envi- 
rons, a weekly summary of the news. 

Key that opens the front door for the 
Wm. W. Lee %z Co.: offer to listeners of 
a five dollar War Stamp plus a product 
sample for questions on the news. Those 
answered on the broadcast draw the 
bonus. No proof-of-purchase is required. 
Listeners merely send in questions of 
general interest, be they on news, science 
or what-have-you. 

Commentator, analyst, poet and phi- 
losopher Jim Healey is the man who 
presents the weekly parcel of interna- 
tional and domestic news. Oddities, hu- 
man interest bits, other items calculated 
to draw the listener's ear, make up the 

While Save the Baby Cold Remedy 
has for 70 years had a place of honor in 
the family medicine chest, the Week in 
Review is the first time Wm. W. Lee has 
used a network. Program originates from 
WSNY, is also heard over the New Eng- 
land Regional Network. Review of mail 
response indicates that mother and dad 
lend a willing ear to current events. 

AIR FAX: Announcer Bob Wallance handles the com- 

First Broadcast: October 10, 1943. 
Broadcast Schedule: Sunday, 4:30-5:00 P.M. 
Sponsor: Wm. W. Lee, Inc., Watervliet, N. Y. 
Station: WSNY, Schenectady, N. Y. 
Agency: Leighton & Nelson Adv. Agcy. 

COMMENT: For the advertiser who 
would have his news broadcast cited for 
sales activity above and beyond the line 
of duty, merchandising angles provide 
that something extra which is needed. 




News, reviews and tips on spot 
announcements in this column. 


W^hen newspapermen first watched 
radio rear what was to them its ugly 
head a battle royal w^as a-brewing. Prog- 
ress was made when the opponents 
found there was a place in the sun for 
both. Publishers w^ho took unto them- 
selves radio stations were the first to 
wave the white flag of peace. One such 
media-wise representative of the third 
estate was the Evejiing Star, owner and 
operator of WMAL, Washington, D. C. 

But even hard-shelled newspapermen 
blinked, sat up and took notice when 
the Star took up a radio campaign that 
embraced not only WMAL biu every 
D. C. radio station! 

7 he Star did not want to increase its 
circulation. The combination of strin- 
gent curtailment of newsprint and its 
claim to the largest circulation of any 
morning or evening newspaper in Wash- 
ington ruled out circulation increases. 
\or chd it want increased advertising 

W'hen the Star set out on its radio 
campaign through the Kai. Auvfrtisinc; 
Ac;i:nc;v, it went oiu on the liml) with 
just one objective. With transcribed an- 
uouiHcments and station breaks it 
lauiulied what is prol)ai)lv the largest 
aj^proj^riation ever spent in a j)i('stigc 
(ampaigii. Its jjui pose was to help orieiu 
the tens of tliousands of newcomers to 
Washington (iisloms and habits. The 
one la(t impressed on listeners all 
thiough the day and night: "/f v^" 
read it in tlu^ Star, it's True!" 


One good return led to another in 
Davenport, la. What put the ball in 
play was one spot announcement over 
woe for the Grocerteria. Signal was 
called to advertise peach lugs of which 
the Grocerteria had a plentiful stock 
on hand. W'hen time was called, WOC 
put this poser to its advertisers: how 
many peach lugs did that one announce- 
ment sell? While the guesses ranged 
from no gain to a touchdown, those who 
placed their bets under-estimated the 
power of a woman. AV^inner who submit- 
ted the nearest guess as to the nmnber 
of peach lugs sold was Mrs. Henry 
Lischer, able assistant to her husband in 
the operation of the 12 Schlegel Drug 
Stores in the quad-cities. Her guess: 200 
lugs sold. But even merchandiser Lischer 
under-estimated the power of radio by 
more than 50 per cent. Actual niunber 
of lugs sold was 560! Reward for her 
pains: 26 free announcements for Sch- 
legel Drug Stores. 


In Washington, D. C., as in other 
parts of the country, transcribed, one- 
minute messages are apt to consist of 
identifying fanfares, supplemented by 
annoiuicers bursting with passionate en- 
thusiasm. Kal Adverhsinc; lor the Kopy 
Kat account put a stop to that stero- 

In May, 1912, W^ashington radio was 
jolted out of its sterotyped calm with 
"It's Kopy Kat . . . it's Kopy Kat." Those 
words, vocalized by a smart girl trio, 
presaged the first tailor-made, nuisical 
transcription for a local client. 

Kopy Kap, a diain of e\(lusi\e wom- 
en's wear specialty shops, with a spot 
aiuiomuemeiu schedule making use of 
WOL, the other five Washington, D. C., 
i;i(li() stations, doubled its retail busi- 
ness within four months! At the close of 
I he \ear. i\()l•^ Kai's adxcrtising ap- 
jjiopriation, ex(lusi\el) in radio, was 
three times greater than the live-copy, 
pretransdiption sdiedule it had ]3re\'i- 
f)uslv used. 




Short radio promotions that run but a day, a week, or a 
month yet leave an impression that lasts the year around. 

Department Stares 

EASTER DAY PARADE Milady in her 
new Easter bonnet didn't have to worry 
lest her new costume go unnoticed in 
Holyoke, Mass. On the spot with its mo- 
bile unit to follow the morning and 
afternoon Easter fashion parades was 
AVHYX. Listeners so inclined cotdd 
thank McAuslax & AVakelix Co., de- 
partment store, for its institutional ges- 

On hand to cover things in general, 
ladies' styles in particular were annoiuic- 
ers \Vard Gardner and Helen Hope. 
Both broadcasts originated as congrega- 
tions filed out from church services, and 
all churches were covered on the roving 
assignment. To each parishioner inter- 
viewed went a corsage with the compli- 
ments of McAusLAN Sc Wakelin. 

AIR FAX: Ad lib interviews were the mainstay of each 
of the two half-hour broadcasts. 
First Broadcast: April 25, 1943. 

Broadcast Schedule: Sunday, 10:30-11:00 A.M.; 
3:30-4:00 P.M. 

Sponsor: McAuslan 8c Wakelin. 
Station: WHYN, Holyoke, Mass. 
Power: 250 watts. 
Population: 5 3,750. 

COMMENT: \\'hile sponsor here passed 
out corsages, orchids go to the advertiser 
for an original idea that may be adapted 
to any community, is almost certain to 
reach a high audience potential. 

Department Stares 

much talk about the Good \eighbor 
Policy, it takes more than lip service to 
put theory into practice. When the C. R. 
Anthony Stores put its name to the first 
single-station international broadcast of 
its kind over KRGV, Weslaco, Tex., 

added was a new link in the friendship 

Act of friendship was the broadcast of 
good neighbor talks by governors from 
both sides of the Rio Grande. Program 

originated at the Third Annual Agricul- 
ture and Industrial Exposition of Vic- 
toria, Tamaulipas, Mex., and was ar- 
ranged as a feature of the first extended 
good-neighbor trip into Mexico by a 
governor of Texas. In the 30-minute 
broadcast from Mexico arranged with 
the approval of both American and 
Mexican governments, the two gover- 
nors exchanged pledges of continued 
and accelerated efforts toward Inter- 
American relations. 

AIR FAX: Chief engineer Lewis Hartwig supervised 
the hook-up. Staff announcer Bob Stephenson drew 
the emcee assignment. 
First Broadcast: September 11, 1943. 
Sponsor: C. R. Anthony Stores. 
Station: KRGV, Weslaco, Tex. 
Power: 1,000 watts. 

COMMENT: With special broadcasts of 
this kind, advertisers draw dramatic at- 
tention to their contributions to the cul- 
tural and civic progress of the commun- 
ities in which they serve. (For a complete 
story on the radio activities of this ad- 
vertiser, see RS, June, 1943, p. 192.) 









IF you are looking for sure-fire, ready-made programs to 
solve the help problem, have a look at the shelves at 
radio's super-market, the NBC Radio-Recording Division. 

You'll find a show for every taste, well-seasoned and 
neatly packaged, unrationed and far below the ceiling prices. 

NBC's list of syndicated features contains many pro- 
grams of varied lengths and varied subjects . . . all within 
a price range which enables you to keep the budget bal- 
anced ... all of proven worth. 

Here are a few of the outstanding buys: 

The Weird Circle— spine-tingling mysteries by master storytellers 
of the past; 

ryiodern Romances— real-life love stories, vibrant enough for the 
^ oung, mellow enough for the old, from the pages of Modern 
1-lomances Nhigazine; 

Stand by for Adventure — tales of exciting happenings in far 
places, among strange people; 

Through the Sport Glass— a elose-iip of America's sports person- 
alities and events with Sam Hayes. 

The big-time list goes on and on— The Name You Will Re- 
member, Let's Take a Look in Your Mirror, Betty and Bob, 
Time Out for Fun and Music, Getting the Most Out of Life 
Today— and many others. 

And don't forget radio's super-market has a catering de- 
partment too— to build programs to your spi'cifications. 

Also sec advertisement page 000 

Nationol Broadcasting Co. 


A Service of Radio 
Corporation of AtngrkO 



RCA Building, Radio City, New York, N. Y. . . Merchandise Marl, Chicago, III. 
Tram-Lux Building, Washington, D. C. . . Sunset and Vine, Hollywood, Calif. 


A. L. PALMER, general sales manager of Moore's, its 22 Ohio county 
seat retail outlets, presents the case for a coordinated advertising campaign, 
gives radio a prominent place in the sun. 

HENRY GERLING, advertising manager, tells how the Katz Drug Co., 

Kansas City, Alo., promotes its million dollar sale and Christmas merchan- 
dising with merchandisable spots. Its Musical Hit-Bits. 

WM. CANIVDIV, owner, ponits with pride to the remarkable growth of the 
Cannon Tailoring Co., Cleveland, O., attributes success entirely to radio. 

Plus Tested Programs and Promotions You Can Use in Your Own Business! 



Values keynote to radio campaign for 
Moore's of Ohio (p.78) 

^ Red Devil needs only a minute {p. 81) 

Katz Drug Co. builds million dollar sale 
with musical hit-bits (P'84) 

41 Tested Programs for Businessmen 



A quick index to what others in your business field accomplish through radio. 
Articles and services in Radio Showmanship are classified by businesses here. 


Automobile Supplies 



Department Stores 


97, 106 





86, 91, 92, 98, 

102, 105 

Drug Products 95, 102 

Drug Stores 84, 92 

Finance 103 

Fuel Dealers 92 

Furriers 103, 104 

Gasolines 93 

Grocers 86, 93, 94, 102, 104, 105 

Business PAGE 

Hardware Stores 106 

Insurance Agencies 94 

Manufacturers 81, 93, 106 

Meat Packers 88 

Men's Wear 95, 98 

Milling 86, 95, 100, 102 

Music Stores 100 

Newspapers 96, 100 

Nurseries 86 

Public Utilities 86 

Seed Stores 86 

Theatres 92 

Variety Stores 78 







59, 67 

Groceries 49, 


59, 60, 61 

, 66, 68 


49, 57, 59 

Home Furnishings 


Children's Wear 



48, 50, 

55, 60 

Department Stores 


48, 49, 51, 

Men's Wear 



57, 65, 69 



Drug Products 

58, 67 



Drug Stores 

52, 60 



59, 62 


48, 49, 59 


59, 63 

Fuel Dealers 





58, 59 





Women's Wear 


// you don't have the February issue, order it now! 

^l-^^ZA, /Vfi 


MARCH 1944 

VOL. 5 No. 3 

Don Paul Nathanson 

Managing Editor 
Marie Ford 

Editorial Advisory Board 


Raeph Atlass 
William Dolph 
Glenn Snyder 
Philip Laskv 
Ro(;er Clipp 
C. I . Hagman 
J. Harold Ryan 

Neiv York 




Sa}i Francisco 





Dr. Harr^ Dean Wolfe 

]Vashi)igton, D. C. 
Lorenzo Richards 

Ogden, Utah 
GusTAV Flexner 

J. Hudson Huffard 

Blue field, Va. 
Maurice M. Chait 

Peoria, III. 
Frank J. Ryan 

Kalamazoo, Mich. 
Allen C. Knowles 


Published by Showmanship Publi- 
cations, Minneapolis 2, Minn. Sub- 
scription rate: $2.50 a year, 25c a 
copy. Address editorial correspond- 
ence to 1004 Marquette, Minneapo- 
lis 2, Minn. Tel.: Ge. 9619. 

Copyright 1944 by Showmanship 
Publications, publishers of Radio 

Editorial 77 

Half Past Selling Time 78 

A. L. Palmer 

Values keynote radio campaign in 
switch from automobile supplies to 
general merchandise writes the gen- 
eral sales manager ot Moore's of 
Ohio, Newark, O. 

The Devil, You Say? 81 

Jean Hadley 

Sixty second announcements on 
small stations up Red Devil Soot & 
Carbon Remover sales 500 per cent 
in one year writes the Manson-Gold 
Advertising Agency account execti- 

Musical Hit-Bits 84 

Henry Gerling 

Merchandisable spots build million 
dollar sale for Katz Drug Co., Kan- 
sas City, Mo., writes its advertising 

Hello There Gardener 86 

An RS Analysis 

A low-pressure, low-cost radio pro- 
gram produces amazing results for 
five sponsors, each with different 

MARCH, 1944 


Call Them Sweethearts 88 

An RS Analysis 

A 15 to 1 radio shot brings Banfield 
Packing Co., Salina, Ka., to the 
front, creates a 1500 per cent sales 
increase in six months. 

Airing the New 91 

New radio programs worth reading 
about. No result figures as yet. 

Showmanship in Action 97 

Promotions and merchandising 
stunts build audiences. 

Proof O' the Pudding 102 

Results are based on sales, mail, 
surveys and business growth. 

What the Program Did for Me 105 

Businessmen exchange results and 
reactions to radio programs. 

Johnny on the Spot 106 

News, reviews and tips on spot an- 
nouncement campaigns. 


OLIVER ELLIOTT, director of em- 
ployee relations, Cessna Aircraft Co., 
Wichita, Ka., points with pride to 100 
consecutive weeks on the air over KFH. 
Evidence that the program has what it 
takes: its selection as one of the 100 
best advertising ideas of 1942, the only 
radio program so rated by Forbes Mag- 

ROBERT KANEEN, president of the 
Christopher Candy Co., Los Angeles, 
Cal., presents a story with a moral, 
poijits out the value of even a small ad- 
vertising expenditure when concentrat- 
ed on a powerful medium. 
GEORGE M. OLSON, owner of Cal- 
menson's Clothing Store, Montevideo, 
Minn., doubled his advertising budget 
to include radio, now reports a steady 
flow of business from at least 15 of the 
31 counties served by KWLM. 
JOHN STUART, JR., Quaker Oats 
ad-manager, feels strongly about 
CHEX's Home Folks Hour, claims it has 
been instrumental in upping Peterbor- 
ough, Ont., business from practically nil 
to over a quarter of a million dollars. 

Say you saw it in RADIO showmanship . . . please— 

A Peek at the Future! 

^^Futwre IJnliitiited!'' 

Now Running on 16 Stations 
Preview news from America's greatest manufacturers 

Escapist Entertainment 

The low-down on post-war miracles to come, with a little Free Enterprise mixed in 



Easy to produce — all you need is one announc- 
er and a turn-table. 

Use as a 5- or 15-minute show. 


the Newsmagazine of Advertising and Mar- 
keting, Dec. 15th issue, pages 78-80-82. 

Reprinted in "JUDY'S", Jan. issue 

39—78—1 56—234—3 1 2- 
Price of script based on station coverage. 

Itayinoiid Keane ^iyiitl 

1441 Welton Street 


)grams on an exclusive basis. 

Send for sample script today. 

*ale€l Itailio Programs 

Denver 2, Colorado 






XVLJB^S P^9^9R ^^es! You know him well! He's the guy who 

tU looks down his nose and makes large state- 

^#^^p|^|^| ments about radio— he's agin it! One such, a 

■ \^I^IWIV« prominent newspaper publisher, gives radio a 

tongue lashing because "radio offers a serious 
challenge to the position of the newspaper as 
the primary advertising media." Fortunately, this wailing and gnash- 
ing of teeth represents not the press itself, but the picaynish back- 
biting of one man. Need we remind this gentleman that in the days 
of our Puritan ancestors the Town Crier was considered the primary 
advertising media? 

No media is ipso facto top-dog. It must earn that place. In a 
few short years radio won the confidence and loyalty of an ear-mind- 
ed public. With news, information and entertainment, it now works 
a 24-hour-a-day shift to maintain that position. For its advertisers 
who make these programs possible, radio is an aggressive salesman 
both off and on the air. And as long as radio produces results for 
advertisers who were once solely eye-minded, it will continue to show 
the same remarkable growth. 

Advertisers themselves determine the primary medium. The one 
that sits at the head of the table of course gets the gravy and all the 
trimmings, but in a competitive world, no medium inherits that 
mantle of prestige. To hold the scepter, it must prove its strength 
and its power. Returns per dollar investment are what speak an ad- 
vertiser's language, and if the time should come when radio develops 
hardening of the arteries, doesn't then deliver the goods, its place, 
too, may well be threatened by some new media as yet unexplored 
and undeveloped. In the meantime, if the primary medium is judged 
in the market place in dollars and cents, radio can well afford to let 
the record speak: in 1942, radio expenditures exceeded those in 
newspapers by more than $20,000,000! 


MARCH. 1944 77 


HES^NOmR oil 

• Window displays tie-in with radio 
advertised items for MOORE'S OF 
OHIO. Sales promotion bulletins tip 
off the 22 store managers in Ohio 
county seat towns. 

M chore's of Ohio operates a group 
of 22 stores exclusively within the 
state of Ohio. It is owned and managed 
by William S. Moore. 

Oiu' business initially was automotive, 
but since World W^ar II we have grad- 
ually acquired other items, and we have 
now gone into general merchandise, 
merchandising hard lines chiefly. VV^e 
have found it possible to sell any item 
of merdiandise manidactiued, whether 
it be a battery for a car, a man's rain- 
coat, a dinner plate or a cigarette case. 
Our contention is that if it is manu- 
iaciured, there must be a market for it. 
(Mow radio has helped develop that 
market will be pointed out later.) 

We do not have loom in our organiza- 
tion for negative thinking. Even thougii 
there is a war on, and we are cooperat- 
ing in every manner with the war effort, 
the war has not influenced our meidiau- 
dising and selling thinking. We (airy on 
as if in pre-war times even though con- 
ditions have been gieatly reversed from 
normal operation. 

It is our (onteniion dial I'nde Sam 
would jatlui have a lualtin oigain'/a- 


alf Pa 

Values Keynote to Radio Camf 
in Switch to General Merchai 

tion with all of its units operating effi- 
ciently and in high gear than a sick, 
forlorn organization wliich has assumed 
the "going out of business'^ attitude. A 
healthy, wide-awake organization is in 
a better position to contribute to the 
war effort than one with the "We have 
gone out of busiiiess because of the war" 
shingle on the door. 

Retailers throughotit the nation are 
experiencing difficulty in proctiring reg- 
ular merchandise from manufacturers, 
and it requires alertness and, to use a 
slang expression, "a good merchandise 
nose to smell oiu merchandise," whether 
it be near or far. Oiu" })ur(hasing depart- 
ment has been constantly on the alert, 
purchasing the seemingly hard-to-get 
merchandise. If one item of merchan- 
dise is impossible to get, another is sub- 
stituted. We have become cjuite \ersa- 
tile, and do not hesitate to purchase, 
promote and sell an item regardless of 
liow foreign it may seem to our business. 
In this (onnection, it is interesting to 
note that our sales reflect an increase 
over 1912 of 48.4 per cent up to Novem- 
ber !i(), and for the month of November 
there is a r)() per cent increase. 

We (ould give many reasons for oiu- 
apparent sales success. Long, hard hours 
of (ar(4ul planning and conscientious 
execution bv every associate from top 
exeduive to our newest associate, with 
not a shirker in the entire organization, 
is an important factor. Suggestions are 
solicited and each is given serious con- 
sideial ion. 



ling Time 

by A. L PALMER, general sales 
manager of Moore's of Ohio 

And even thougli we appreciate the 
problems in merchandising during 1944 

• Sales are made by tricks like 
these: radio advertised merchan- 
dise gets special table display in 
each of the 22 MOORE'S OF 
OHIO stores. Those who stop 
to look remain to listen. Bill- 
board display ties-in with the 
general theme of MOORE'S 
radio message: "Tune in for 
the Newest in News Every Hour 
on the Half Hour." 

touch with them througli our nionihlv 
house organ, Moore's Ij'l-O-Cxnn. 

We feel that it is important lo keep 
in touch with associates, too, as well as 
with lormer assoc iates, and it is our pol- 
icy to keep our managers and associates 
informed of merchandising plans. We do 
this through regular bulletins from the 
Home Office here in Newark. 

VV^hat has all this to do with radio? It 
is our contention that before anything 
else can be successful, store operation 
must be sticcessfully organized. In other 
words, a policy nuist be established be- 
fore any kind of advertising can be suc- 
cessful. And that policy must embrace 
the past, present and future. 

Oin- present medium of advertising is 

may be trying, we are carrying on with 
the same determination and optimism 
that has marked our operation in pre- 
vious years. 

To date, 36 of our associates have en- 
tered the service of our cotintry, and 
while we have difficulty in personnel re- 
placement, women are carrying on in 
positions formerly held by male associ- 
ates. Today they number 60 per cent of 
our store personnel, and our three stores 
managed by women show better than 
average increases. 

While former associates in the service 
have the assurance of their positions 
after the war, it will be necessary for 
them to go through a brief training 
period to acquaint them with changes 
that are taking place during their ab- 
sences. In the meantime, we keep in 

radio, and there are hundreds of bidle- 
tins that bear testimony to our sticcess 
in radio. Our original advent into radio 
came about more or less by accident, 
that is, an associate from WHKC, Co- 
lumbus, O., accidentally called upon us 
believing we were another firm, btu it 
is no accident that we have continued 
to use the medituii. 

There were no immediate results from 
our first morning newscast. In fact we 
had almost reached the end of our 13- 
week contract withotu any noticeable 
change in our sales picttire. Did that dis- 
cotirage us? It did not! We took on a 
noon news broadcast to supplement the 
morning program. Later we took on an 
evening musical program. With that 
schedule, we were on the air each day 
with three quarter-hour programs. 

MARCH, 1944 


In 1943 we discontinued this schedule, 
and substituted 1 1 five-minute news- 
casts every hour on the half hour over 
WHKC. A 15-minute newscast at 12:30 
noon rounds out the schedule. We still 
stick to that schedule, and among radio 
listeners in Ohio, this phrase is a by- 
word: "Listen to Moore's every hour on 
the half hour for the newest in news and 
the greatest in values." Moore's has be- 
come the News Voice of Ohio, and 
WHKC listeners get complete coverage 
of local and national news from 7:30 
A.M. until 6:30 P.M. every hour on the 
half hour. Our exclusive news commen- 
tator is newscaster Al Parlin. 

With the news broadcasts we were cer- 
tain of a large and attentive audience. 
The next thing was to make this spon- 
sorship commercially productive. In our 
five-minute broadcasts we use a 50-word 
opening and a 75-word closing commer- 
cial announcement. On the quarter-hour 
broadcast there is a 25-word opening, a 
50- word middle and a 100-word closing 
commercial. In every case, the commer- 
cials are item descriptions and prices by 
the announcer. Since we keep the com- 
mercial content to the minimum, every 
word must count, and several of our 
sales slogans have become household by- 
words. Examples: "Don't look now, but 
there's a Moore's store near you!" Or, 
"Be wise, Moore-ize." Or, 
"Use Moore's three-way pur- 
^^^^ chase plan, Cash, Credit, 
^^^^ Lay -A way." Or, "Remem- 
ber, It's Moore's for Yours." 
In keeping with our atti- 
tude toward current mer- 
handising problems, we 
liavcn't hesitat- 
ed to emphasize 
that MooRi: 's 
have that hard- 
lo-get merchan- 
dise. In fad a 
whole seiies of 
(omintTc iais was 
built a I oil II (I 
this vc'iN llunu'. 

"Say ! A re you 
havniii (rouble 

findiyig electric defroster fans? You 
can buy them at Moore's. Moore's 
electric defroster fans make a grand 
safety gift for any car . . . economy 
priced at your nearest Moore's of 
Ohio Store. Moore's . . . where you 
Jiave to go for that hard-to-get mer- 

Even in this series, we stressed Moore's 
three-way purchase plan of cash, credit 
or lay-away. Example: 

"Hard to get: flashlights . . . flash- 
lights of all kinds . . . xvrist, pen, 
two or three cell type flashlights. 
That's what you can buy now at 
your nearest Moore's of Ohio store. 
Moore's also have a large stock of 
flashlight batteries and bulbs for 
sale . . . and batteries are really a 
hard-to-get item these days. Use 
Moore's convenient credit plan 
when buying your flashlights and. 
tJie many other hard-to-get items 
sold at all Moore's of Ohio stores." 

So that our managers and associates 
can promote the radio advertised mer- 
chandise in window and store interior 
displays, and to key store personnel for 
the selling of these items, the Home 
Office sends out radio bulletins well in 
advance of the actual broadcasts. In 
these sales promotion bulletins which 
give the weekly radio sales continuity, 
we point out specific selling featiues and 
give suggestions for the adequate display 
of the advertised items. It is coordinated 
effort of this kind that has made radio 
the successful advertising medium that 
it is for us. 

When we were conxinced that oiu' 
WHKC schedule was productive, we 
were ready to make even more extensive 
use of radio as our advertising mediimi. 
As a result of a test series over WHIZ, 
Zanesville, ()., during the last 13 weeks 
of 1913. we now have a news-on-the- 
hour series on a 52-week schedide on 
that station. With this series, we give 
double backing to our stores in Lan- 
caster, Zanesville, Newark aiul Coshoc- 


lo (oordinate both ladio schedules, 
(Conliuurd on page 90) 



• The DEVIL was up 
to some good here for 
TOR CO. Window dis- 
play tied-in with the 
Minneapolis-St. Paul, 
Minn., series of one-min- 
ute spot announcements. 

'xmzte' ■ 

20 News (a^ 


wu/fhwimi ; 

Sixty Seconds on Small Stations 
Up Red Devil Sales 5 DO % in Year 



by JEAN HADLEY, acct. executive, 
Manson-Gold Advertising Agcy. 

EVER heard of Red Devil Scmdt & Carbon Remover? Well, 
if not, don't be embarrassed. Prior to 1941, very few 
people had! True, it was sold by every store in Alaska, and 
by a good many in the states of Washington and Oregon, but 
it hadn't broadened its scope to the extent that it has today, 
via that remarkable medium called radio. Just for your in- 
formation, though, it's used to clean our furnaces, stoves, 
heaters and fireplaces. Since it removes deposits of soot and 
carbon from flues and passages, it can be used for everything 
from the small house heater to the huge commercial furnace. 
It works equally well on coal, oil or wood burning equip- 

Started as a side-line by Arley Cheadle, head of the Marine 
Electrolysis Eliminator Co., Red Devil showed surprising 
consumer acceptance in the first sales dabblings. The Seattle, 
Wash., manufacturer decided to spend a little radio money 
on it to see what it could do! 

First of all, he bought a few small stations in Washington 
and Oregon. The announcement cost was kept as low as pos- 

M ARCH, 1944 


I'M A 





N" '°!;.e*»'^ 



13,234,744 homes in Amer- 
ica have furnaces! TheyVe all 
pro$)>ects for Red 0evil \ 

dealers all 
over the coun- 
try have in- 
creased sales up to 500% during 
the past heating season! Substan- 
tial profit margin! A renov/ned re- 
peater! Order direct from your 
jobber or write us. 

• Only advertising other than radio: 
a series of trade paper ads in two publi- 
cations, plus two small newspaper sched- 

sible, and the stations wrote the copy. 
These phonograph stations did a truly 
fine job of popularizing the product in 
the VV^estern market. In fact, the first 
year or so of experimenting built up 
sales to such an extent that Mr. Cheadle 
decided to branch out into a few other 

In so doing, he selected Minneapolis- 
St. Paul, Minn., where he found anoth- 
er phonograph station which he felt 
woidd appeal to the class of customers 
he wanted to reach. He stuck to his 
formula of one-minute commercials. 
Copy in a rather chatty vein gave ample 
opportunity to expound the merits of 
Red Devil to the fidlest extent. Finding 
that the Minneapolis station's copy 
proved exceptionally effective, Mr. 
Cheadle engaged the services of the sta- 
tion's copy writer on a free-lance basis, 
to write the commercials for the an- 
nouncements in Portland and Seattle. 

In 1942, with the afore-mentioned 
copywriter having graduated to the staff 
of an advertising agency, and with Red 
Devie sales booming along at a great 
rate, the accoinit was turned over for 
agency control, and its schedide expand- 
ed to co\er more markets. With the same 
method of advertising procediue, (small 
stations, spot annoinicements of one 
minute or less, and a straight conversa- 
tional selling style with no high pres- 
sure), its sales were built to an approxi- 
mate 500 per cent increase in the coiuse 
of the )ear! 

llere is tiie ivjjc of announcement that 
did (he trick. 

Clipping coupons for FUEL OIL? 
Sacc lip to 2^% of your lointer sup- 
ply with RLI) ni'l'IL SOOT A\^l) 
CAJiliOX liLMOl'IJi. Clean your 
\ur)ia((\ too, with this amazing 
prodiut! It sells for just 40c a can 



Marine Electrolysis Eliminator Company 


sprinkle a teaspoon ful or so of RED 
DEVIL ox>er the fire in your stone, 
heater or furnace . . . that's ALL 
THERE IS TO IT. Red Dexnl 
(leans out that burner from fire-pot 
to cliiinney-top RKrHT THEN 
AND THERE. Yoiril find it burns 
better, too . . . gives MORE HEAT 
. . . gets the MOST out of your fuel 
supply. Use up to 25% LESS OIL, 
COAL OR WOOD. Invest 40c in a 
CARBON REMOVER . . . ask for 
it at your nearest CROWN DRUG 
STORE. Sold on a money-back 

The end of 1948 found Red Devil, 
with a sales increase of more than 1000 
per cent during the past two and a half 
years, advertising in 12 major markets 
west of Chicago. It is now a sizeable 
part of the business of the Marine Elec- 
trolysis Eliminator Co. It has, in fact, 
been responsible for two trips from the 
state of Washington to Washington, 
D. C. by its owner, to negotiate for suf- 
ficient supplies to keep up with the de- 
mand built for the product by one-min- 
ute spot announcements on phonograph 

To say that radio has done it all is 
not strictly true, but the major portion 
can be justly attributed to the influence 
of the loud-speaker. Actually, the grow- 
ing awareness of fuel shortages and the 
necessity for conserving such equipment 
as furnaces and heaters have been im- 
portant factors. However, the only other 
advertising used to combat the three or 
four competitive products on the mar- 
ket was a series of trade paper ads in 
two publications, plus two small news- 
paper schedules. Radio can take a bow 
for the rest. 

An interesting angle is that no stu- 
pendous productions were used, no spe- 
cially designed shows, and no terrific 
expenditures of money. Most of the 
spots selected were Class B or Class C 
time, on stations which had no big net- 
work attractions to offer. Yet, when the 
scores are added up, the results are 
truly tremendous. What was at first just 
a formula to be developed as a hobby 

has now grown into a business which has 
a priority rating in Washington, and 
which is doing a grand job of fuel con- 

Results from experimentation ihis 
year with women's programs indicate 
that the female of the species is also be- 
coming furnace-conscious. Next year the 
product may well be presented through 
the dulcet tones of the female voice in 
many parts of the country. 

Changes in times and circumstances 
may indicate other approaches to the 
advertising of Red Devil Soot & Carbon 
Remover, but in the meantime, except 
in rare cases, the formula that built the 
success will be maintained. Here's a 
manufacturer who's really solidly sold 
on what the pJionograph stations can do 
with a few spot announcements to build 
an industry out of an idea. So chalk up 
another success for spot radio! And re- 
member that name. Red Devil Soot k 
Carbon Remover, because if you never 
heard it before, chances are it will be 
coming out of the loud-speaker beamed 
from your local 250-watter one of these 
days in the very near future. 

A hard worker but not one to 
take herself too seriously is account 
executive Jean Hadley, of the Man- 
son-Gold Advertising Agency, Min- 
neapolis, Minn. Although a grad- 
uate of Northwestern University, 
she doesn't let academic theory in- 
terfere luith the hard reality of the 
advertising game. While Superior, 
Wis., claims her as its own, she has 
made the flour city her home for the 
past six years. 

In spite of the midnight oil 
burned over t/ie copy desk, she finds 
plenty of time for play, and as ex- 
ecutive secretary of the Minneapolis 
branch of the Women's Adxiertising 
Club, is a mainstay of the organiza- 
tion. While she has thus far success- 
fully eluded Cupid's arroius, she's 
still young enough to be honest 
about her age, makes no commit- 
ments as to the future, is open to 

MARCH, 1 944 



usical Hit-Bits 

• Tie-in by which the KATZ announce- 
ment campaign was merchandised and 
given real publicity: a Statupix conspicu- 
ously displayed at all KATZ stores. 

y/yA SCEXK: Copy conference 
for the KATZ DRUG CO/S Mil- 
lion Dollar Sale. M. H. (Mouse) 
Straight, account executive from 
h\, had just presented a plan for 
an unusual series of announce- 

chandising manager): That's clever, all 
right, but what I'm kx>king for is some- 
thing entirely different from anything 
we've ever had before, something entire- 
ly different from anything national spon- 
ors are using, e\en. 

DOC UTTSCHXhR (Katz general 
manager): There isn't anything that rlif 

HKNRV (AMlASij. \(ivi name it 
and \ou ran ha\e it, MorrisI 

SHLENSKV: All right, here's an 
ideal People like popular songs. Mil 

Million Dollar Sale Built 
With Merchandisable Spots 

Katz Drug Co.. Kansas City 

lioRS of dollars are behind the hit tunes 
we hear on the air. Whv dont we tie up 
with them? 

STR^AIGHT: Well, the Petrillo fight 
is over and we can record instrumental 
music again, but it'll cost a lot of money 
to do what you're asking. 

WITSCHXER: It'll be wmth a lot of 
money if we get what we're after I 

STRAIGHT: Remember we'll have 
to pay MPPA royalties, in addition to 
everything else. 

GERLIXG: Isn't a good announce- 
ment worth at least twice as much as a 
poor one? 

STRAIGH'l : 1 belie\e it's worth ten 
times as much I 

WITSCHXER: Lets see what \ou 
can do. 

That was the way it started. Backed 
with this inspiration. Straight went to 
work. Just 2?) hours later the tour of us 
listened to a series of audition transcrip- 
tions at the Vic Da.mon Tra.nscription 
EABc>RAroRv. By then, Straight had 
worked out a name whicli summed up 
the whole tliought, Musical Hit-BUs 
/^soon after copyrighted;. 

However, it took another audition to 



add the final touch: a personaliiv to 
bring unity to the entire campaign. 

Mr. W^tschner suggested using a girl 
singer for the spots, and luckilv. just at 
the right monieni. A\e "disco\ered"" Dor- 
oth\ Hendren. a voung ladv who had 
ne\er >ung professionally before. Dor- 
oih\ is blessed with the low. velvety 
t\pe of voice on which microphones 
smile, ^\'e ordered one more set of audi- 
tion platters, ^^hich combined Dorothv 
Hendren with the versatile accompani- 
ment of Gene Moore at the Xovachord 
and the -well-modulated \oices of WHB 
announcers Dick Smith and Bruce Rob- 
ertson. Then the deal was set. 

Durinu the Million Dollar Sale, 
which. \ear alter \(.ar. ls the greatest 
nurchandising event in Kansas City, we 
made a new >et of spots each week, fea- 
turing a po[)ular time on each an- 
nouncement. And. not being satisfied 
with an\thing but the best, we iffiproi'cd 
our technique so that 1 sincerelv believe 
that each set of spots has been better 
than the one preceding it. 

\\ith the third series we began to 
"build in" tlu tianscripiion credit as an 
integral pan ot the announcement. For 

\ li\. Brucr 

you re 
D()rot}i\—h\ tran- 

DORO V\\\ 

BRICE: ), 
script ion I 


DICK: -7 Heard You Cried Lust 
XighC'—anotlun- Musical Hit-Bit 
from Kati Super Stores! 


Really, you kuow. 1 don't thifik 
either of you should be eryirig, by 

BRl CE: Xo? 

BOB: C-eriainlv not! You lui\'e 
Katz Millio}! Dollar Sale Coupo)} 

DICK: Kati Coupon Book eori- 

iains values for ei^ery member of the 

/rtm/Vv— Christmas gift suggestions, 

too! But you have 07ily a few more 

{Cofititmed oji page ^M^) 

Either bashful or unphotogejiic 
is adman Henry Gerling, who with- 
stood pleas, arguments and demands 
for a picture. Now advertising man- 
ager of the aggressix^e Katz Drug 
Co., man-behind-the-scenes Gerling 
begaji his business career in the 
early ]02(ys as a free-lance artist. 

In 1^^2(1 he discovered a small 
drug company with large growing 
pains, and for a year he did all the 
artwork and layout "Ike" and 
"Mike" Katz asked for. In I '^27 
they pre'i'ailed upon hi?n to fold up 
Jiis ijidepcJident operation, become 
Katz adiwrtising jnanager. To his 
credit is the bold, black, item- 
crammed neiespaper ad ivhich has 
been copied by other drug chains 
throughout the country. 

A tough man in aii argument, he 
dcjiiajuis dowt)-to-earth reasoning 
and up-in-t he-clouds imagination, 
inder his direction an adi^rtising 
orgaJiization has been built up 
which, on occasion, lays out and 
produces 26 pages of newspaper ad- 
I'crtising per week. Meanwhile, he 
rides herd on the town's largest re- 
tail radio adi^ertising appropriation, 
keeps check on a dozen minor 
tnedin atul scores of future Katz pro- 

MARCH, 1944 



ello The 

A Low-Pres 
Results for 

NOT the only successful radio method either in entertainment 
or commercial copy is a so-called radio technique. Just as 
successful advertising in any meditnii can never be reduced to 
an exact formula, good radio, too, takes many forms. 

A program that may best be described as personal salesman- 
ship multiplied many times by radio is The Old Dirt Dobber 
heard over WLAC, Nashville, 1 enn., for ten years. And from the 
very first program, Tom Williams, The Old Dirt Dobber, has 
been sponsored every day! 

The amazing sponsor sticcess and listener reaction to this daily 
WLAC program is concrete evidence of the fact that a radio 

program need be neither big name 
nor expensive, neither Broadway 
nor Hollywood to do an outstand- 
ing job. 

A participating program for its 
first six years, the series was under 
the banner of the Nashvillk Pow- 
KR R: Light Co., the H. [. Grimfs 
Co., department store, the Eason- 
MoRGAN Co., a wallpaper, paint 
and seed store, and the B()^n Ni'rs- 
ERY Co. 

Here was friendly, man-to-man 
selling applied to the advertising 
of four different sj^onsors. There 
were no written connnercials and 
no prepared scrij:)t. Material to be 
discussed for the sponsors was ar- 
ranged in outline form, and the 
commercials woven into the pro- 
gram in an informal, ad-lib fash- 
ion witii iiardly a break between 
(ontinuitv and (onnnercial. 

In other words, the gardening 
suggestions and the sales aiguments 
were lied together in one package. 
Exaniplc: for the Nashvilit-: Pow- 
KR & Light Co., the Old D-I) sug- 
gested to listeners that they install 
lights in their gardens so that when 

• Only waspish thing about home 
gardener Tom WiUiams: his radio 
name. Dirt Dobber is a harmless spe- 
cies of wasp which is constantly work- 
ing in the soil to build its nest of mud. 





list Radio Program Produces Amazing 
iiors, Each with Different Problems 

1 friends caUed at night they might h6 
shown the flowers and plants in bloom. 

Does personal sales- 
manship of this kind 
work? A ten-day poU 
drew 3,071 letters 
from all classes and 
all ages, and of that 
number, 2,141 said 
they traded with the 
sponsors! Eason-Mor- 
GAN reported that full 
shipments of bulbs 
were sold out as the 
result of a single an- 
nouncement. Boyd Nursery offered a 
package of rooted plants for one dollar; 
r2 announcements brought over 400 
orders, 50 re-orders and 1,000 catalogue 

For the past four years the daily 10:00 
A.M. feature has been sponsored by 
General Mills for Gold Medal Flour 
and Gheerioats. (Originally it replaced 
a soap opera!) Since then the series has 
been renewed each year without solici- 

How does the Old D-D maintain this 
personal salesmanship, reach all types of 
buyers to sell all types of products? His 
friendly personality, informal, back- 
fence manner and expert, practical 
knowledge of gardening have turned 
thousands to him for help and advice 
on gardening problems. 

Mail is one of the indications of the 
success of the program; it comes in at 
the rate of 1,000 letters a week! During 
the six years the series was conducted on 
a participating basis, more than 30,000 
questions from listeners were answered 

MARCH, 1944 

without botanical lechnic alitics. Simple, 
easy to follow advice is given. 

While friendliness is the spirit that 
motivates the progiam, the Old D-D and 
his listeners remain anonymous on the 
broadcasts. Because he believes that lis- 
teners are interested in the presentation 
and the subjects discussed, Tom Wil- 
liams has never permitted the use of his 
name nor referred to his name c^n any 
of his six times weekly shows. To give a 
sense of freedom to persons who seek 
garden information he identifies those 
whose questions are answered on the air 
not by name btit by address. 

While there is no 
question as to the 
effectiveness of this 
series in Tennessee, 
what happened when 
the Old D-D added a 
Sattirday morning 
network half-hour 
feature to his sched- 
ule three years ago? 
From every state in 
the union, every 
province of Ganada 
and from seven fc:)reign countries more 
than 380,000 letters have come to The 
Garden Gate. 

In that time, nearly 12,000 members 
of the Order of the Green Thumb have 
been inducted. Hook: each member is 
nominated as an oiUstanding gardener 
i3y some one else, and each is sent a 
membership card w^ith the compliments 
of the writer who sent in the nomina- 

COMMENT: Advertisers who reason that 
the home gardener represents too re- 
stricted an audience have the Old D-D 
as evidence to the contrary. Today there 
is an additional windfall audience of 
those anxious to do their part in the 
Food Figlits for Freedom drive. With 
Victory Gardening a civilian must, pro- 
grams of this kind are a natural for alert 
advertisers in almost any business. 

Fitting right in with the type of per- 
sonalized selling possible in a series of 
this kind, membership cards, other mer- 
chandising hooks of this nature, also 
give advertisers invaluable mailing lists. 



Wiim.N six moiuhs after ihe Ban- 
mi; id Packing Co., Salina, Ka., 
I)c-^an its KSAL radio schedule Sweet- 
HKARr Laru sales had increased 1500 
per cent. For every housewife using the 
product in June, 1943, 15 were using it 
January, 1944! Ban field renewed for 52 

What does the daily noon-time quar- 
ter hour of world-loved music, and the 
fi\e daily dramatized spot announce- 
ments have that make the consumer so 
Sweetheart brand conscious that she 
selects it automatically when buying 
shortening at her neighborhood grocery 
or meat market? In addition to good 
entertainment, which is, of course, the 
fust essential, the series has a planned 
sales campaign behind it. This isn't an 
uisiitutional offering. It isn't a good 
will gesture. It is a sales campaign! Ban- 
1 IKED doesn't sit back and wait for sales. 
It goes after them! 

\\ hen liANMEi.i) began its KSAL cam- 
j>aign, il had one j)Uip()se, namely, to 
(icaic a (onsimicr demand for Ban- 
in ] l)\ SWI I I M I \k 1 I .AKl). 

Moic than lliat, it wanted to 
establisli the SwEEiiiEARf 
brand itself as one of excep- 
lional (niabiy, so that when 
snj>pli(s arc availal^le. its 
Ikuus, bacon, sausages and 
other j)ro(hKts will meet with 
the same consumer accept- 
ance, lo achieve that goal, 
I lie SwEEiHEARr idea is con- 
sistently slicssc'd tliroughout the cam- 

I wo appioaches aie used in selling 
I In housewife. A daily, Monday through 

Saturday quarter-hour program features 
a boy and girl singing team, the Ban- 
field Sweethearts for Sweetheart Lard. 
Music is not jazz, swang nor classical. 
Rather it is the kind that brings mem- 
ories of days and things past. With this 
music, Banfield gets the ear of the 
housewife between 35 and 55 years old, 
the large family class that is the greatest 
buyer qf shortening. A program tie-in 
with the product: the use of best-known 
sweetheart tunes, i.e., Let Me Call Yoii 

Commercial message is a serious, logi- 
cal presentation of facts on w4iy Sweet- 
heart Lard is preferable to any other 
shortening, and especially why it is pre- 
ferred to any substitute for lard. To set 
up lard as the original, the model after 
which other shortenings are patterned, 
the word substitute is used in referring 
to anything other than lard. 

Case presented to the housewife is 
based on these points: (1) that Sweet- 
heart Lard is more economical than 
substitutes, with an average difference 
locally of five cents per pound; 

(2) that at the present time, 
SwEEiHEART Lard will do per 
pound a third larger shorten- 
ing job than substitutes, is 
therefor a third better buy 
per pound from the stand- 
point of ration coupons, and 

(3) that since lard is consider- 
ably easier on the digestive 
system than its substitutes 

1 iin ARr Lard is preferable from 
standpoint of health. 
Ihe second approach to the liouse- 
wife is made through a spot announce- 




fiem Sweethearts 

A 15 to 1 Radio Shot Brings Banfield Packing Co., Salina, Ka., 
to the Front Creates a 15DD% Increase in Sales in Six Months 

ment series, five daily. 
Since most successful ad- 
vertising is based on repe- 
tition, the constant ham- 
mering of Sweetheart 
Lard makes the housewife 
feel she is seeing a well- 
known, familiar product 
when she sees the product 
displayed in her meat market. 

As a bridge between the spot an- 
nouncements and the quarter-hour mu- 
sical program, the one-minute series uses 
the Banfield Sweethearts singing the 
same theme song that introduces the 
15-minute program. The announcement 
itself is a brief drama with the homely 
touch, in which different members of 
the family remark about the delicious- 
ness of different foods. In every case, the 
meal, dishes, or person preparing the 
food are referred to as "a sweetheart." 
Subtle suggestions for the preparation 
of specific foods which make use of the 
product are also implanted. These may 
be new recipes or something the house- 
wife has not prepared in a long time. 

With the program alone, Banfield 
did not expect to reach the entire avail- 
able radio audience. But the program, 
plus the five daily (including Sunday) 
spot announcements do completely cover 
the radio audience with regularity. 

As a part of its radio campaign. Ban- 
field lined up a dealer campaign. To 
over 409 grocers went letters telling 
them of the radio series. It was pointed 
out that profit on lard was as great as 
on any shortening, and that since lard 
is plentiful it is an item the dealers can 
push. It was also explained that the 

radio advertising, while it 
didn't cost distributors a 
cent, could mean more in- 
come. Grocers were also 
reminded that it was nec- 
essary for Banfield's to 
sell this lard if it were to 
continue to kill pork in 

Here is the letter KSAL sent to deal- 
ers: (Briefed). 

It's a fact that lard is a better 
shortening than its substitutes. It is 
more digestible; it costs less in dol- 
lars and cents; it will do a 1/3 big- 
ger shortening job per pound and 
for this reason it is more econom- 
ical in ration points. Richer cakes, 
more tasty pie crusts, better breads 
and rolls can be made with lard. 

There are five different sales mes- 
sages on this subject of "Sweetheart" 
lard on KSAL every day and in ad- 
dition to this, there is a full 15-min- 
ute program by the Banfield Sweet- 
hearts every day at 12:30 P.M., the 
best radio time in this section of the 
country— all of this to help you sell 
more "Sweetheart" lard. 

Here's what let's do— let's suggest 
"Sweetheart" lard to our customers, 
let's display it prominently in our 
cases. Banfield's have taken the lead. 

A two-color, full-page, inside front 
cover advertisement in the Kansas 
Grocer, the trade magazine for the gro- 
cery industry in the state of Kansas, was 
also a part of the dealer campaign. 

While Banfield is showing the sales 
increase it went after, it is also making 
an investment in post-war prosperity. 

MARCH, 1944 



(Co)} tinned fvoin page SO) 

and to further extend our penetraiiou 
into the market, we have also signed a 
contract for 100 billboards on the main 
hiulnvavs of Ohio. It is our contention 
that with restricted motoring, those who 
lie al)le to operate their cars on the 
highways today are in greater need of 
our service than ever before, and the 
l)illl)oard message invites them to tune- 
iii iluir radios h)r all-important infor- 
mation on the ])reservation of their 

Our (nst billboard advertisement 
placed during the week of February 1 
carried this message in large, glow^ing 
letters: "Busy Stores All Over Ohio." At 
the right of these words was a giant-size 
radio dial, with "\VHKC-640" in the up- 
per part ol the dial, and "WHIZ-1240" 
ill ih( lower part. In a box immediate- 
l\ helou: "Tune in for the Newest in 
Sews Every Hour on the Half Hour." 
Across the bottom of the billboard: 
"Save at Moore's in '44." (It might be 
|)ointe{l out that this is our sales slogan 
loi ih( \e;ir, and it is the one we broad- 
cast to our radio audience). Below each 
billboaicl ad is an ideiuification stream- 
(1 \\hi(h gives the street address and 
town ol the nearest Moore's of Ohio 
si OK. it is this sort of promotion that 
h;is iiiade Mocmi 's an Ohio institiuion. 

I !iiil;Iii |)oiiii oil! ihiii to achieve this 
s.niie icMilt loi ;ill our 22. stores in Ohio 
(Oil III \ seal towns we would have to take 
s|)ii(( in j!2 dillerent news|)apers. W^ith 
oiii ladio series we gel the coverage we 
iKcd loi .ill OIII stores by stressing the 
plii;isc. "(I I \niii fif'ftrest Moore's store," 
.111(1 III iIk noon (|iiiii lei hour broadcast 
we ii.iiiK iIk iowiis ill which listeners 
will IiikI I \Iooi ( \ sioi ( . 

\\'h( II this Will is o\ei we do not know 
what l\|)( ol HICK handise we will be 
olleiing the j>eople ol Ohio, but ol one 
ihmg we are positi\e. Oui ollenngs will 
b( cjualiiN iiietc liandise and our service 
^^ill be ol the best. I)e( :mse it is only 
uiili ill. It ( oiiihiii.ilioii ;iny estab- 
lishiiK III (iiii ho|)( lo (oiiiinnc and glow 
in business. 


(C 0)1 tinned frotn page 85) 

days to cash in these coupons! 

Hurry! Katz Million Dollar Sale is 

almost over. Take your pick of Katz 

coupons and shop at Katz today! 
BOB: Then you'll say— "Thumbs 



DICK: Hurry! 

BRUCE: You have only a little 

longer to use your Million Dollar 

Sale Coupons— at Katz! 

When we began the Musical Hit-Bits 
we made no commitments either to 
Straight or to ourselves as to how long 
we would continue this type of an- 
nouncement, btit listener comments and 
sales results made the decision for us 
dining the first or second week of the 
campaign. We decided unanimously to 
continue the Musical Hit-Bits idea for 
our Christmas radio campaign, working 
in the selling line which Straight worked 
out two years ago and which we have 
used ever since; "Everyone can buy any- 
one the perfect Christmas gift at Katz." 

And there's one more thing we can 
say about Katz Musical Hit-Bits which 
we have never been able to say about 
any other series of radio announcements: 
this is a merchandisable spot series. In- 
stead C3f thinking of our htige schedule 
as 97 s}X)ts a week on radio station 
KFEO, we say we ha\e 97 prograins-in- 
mi)iiature each week. 

Moreover, we merchandise these pro- 
grams with a StatuPix (a picture of Dor- 
othy Hendren in full color, moiuited on 
board, jigged out and set on an attrac- 
tive |)cclestal) in each of our 13 Kansas 
Cil\ Suj)er Sioies and in the St. Joseph 
Supei- Store. 

And now, according to a great many 
listener-customers, people are actually 
listening lor our spot announcements, 
wondering what songs Dorothy will sing 
next week, and waiting to find out how 
Bruce- and Dick will tie-in with the hit 
tune title. 




New radio programs worth reading 
about. No result figures as yet. 


IN TIME TO COME While the public 
gazes at the crystal ball through rose- 
colored glasses, dreams of the wonders 
of the post-war era, there is only one 
thing certain about the changes in the 
future, namely, that there will be change. 
With that in mind, United Air Lines 
brings Seattle, Wash., listeners a weekly 
blueprint of the future for the post-war 
West. In the half-hour KIRO feature of 
story, music and drama. United Air 
Lines spotlights the past, present and 
future of representative Pacific coast in- 
dustries. Each week the Sunday program 
salutes some one industry, gives a fore- 
cast of what the public can expect In 
Time to Come. 

Original broadcast saluted the air- 
craft industry, highlighting Boeing's 
Seattle plant. Included on that broad- 
cast was an address by Washington's 
Governor Arthur B. Langlie. Commer- 
cials follow the institutional line, pre- 
sent United Air Lines as "A Partner in 
the Progress of the Pacific Coast." Pur- 
pose of this flier into radio is not to 
create markets for post-war products that 
may or may not materialize, but rather 
to instill West Coast pride in its own 
industries and achievements. 

air FAX: Orchestral music by Carl Hoff's orchestra, 
with soloist Pat Friday, give listeners a tuneful ear- 
ful. Emcee and narrator is Carlton Kadell. Appropri- 
ate theme song: In Time to Come. 
First Broadcast: November 7, 1943. 
Broadcast Schedule: Sunday, 8:30-9:00 P.M. 
Preceded By: Crime Doctor. 
Followed By: Romance Time. 
Sponsor: United Air Lines. 
Station: KIRO, Seattle, Wash. 

Power: 50,000 watts. 
Population: 452,637. 

COMMENT: Fancy pictures of the car of 
tomorrow or what have you butter no 
bread, pr()l:)al)ly do more harm than 
good. Advertiser, here, however, points 
the way toward one type of post-war 
planning which may well be utilized 

Department Stores 

the tolling of the dinner bell which calls 
the hands in from the field, Loveman's, 
Nashville, Tenn., department store, 
brings WLAC listeners Memories of the 
Old South. What stirs the memory arc 
nostalgic melodies chanted by a colored 
quartet, the Plantation Singers. 

Listeners who muse on things that 
have gone before, who treasure the tra- 
ditions of the Old South, are reminded 
that "Loveman's, the Satisfactory Store 
for 82 Years," presents the five times 
weekly mid-afternoon feature. 

While the quartet carries the show, 
the program is interspersed with com- 
mercials read by Virginia Mansell who 
also emcees the daily 11:15 A.M. Love- 
man's show. Beyond the Looking Glass, 
Tie-in between Memories of the Old 
South and the morning merchandise fea- 
ture: at the close, listeners are reminded 
that "At 11:15 tomorrow morning, on 
this same station, the Lady from Love- 
man's will meet you again Beyond the 
Looking Glass." On holidays, other spe- 
cial occasions, the commercial sales talk 
gives precedence to the institutional ges- 

To do it up brown, Loveman's now 
carries four shows on WLAC. In addi- 
tion to the morning merchandise show 
heard six times weekly, and the after- 
noon quarter-hour of music, there is 
Sinatra on Records for the young fry's 
Saturday night entertainment, and a 
5:00 P.M. Sunday offering of the tran- 
scribed feature, Soldiers of the Press. 

air FAX: Announcer Paul Oliphant renders lip serv- 
ice to Memories of the Old South. 
First Broadcast: August 23, 1943. 
Broadcast Schedule: Monday through Friday, 3:45- 
4:00 P.M. 

MARCH, 1944 


Preceded By: Voung Dr. Malonc. 
Followed By: Transcribed Music. 
Sponsor: Lcvcman's Department Store. 
Station: WLAC. Nashville, Tenn. 
Poaer: 30,000 watts. 
Population: 167,402. 

COMMENT: A variety of radio features 
de^i^^iicd to appeal to a wide variety of 
listeners is certain to tap the available 
market, establish an advertiser with the 
listening audience. As yet almost untap- 
|H(1 is the field of regional entertain- 
iiKiit. hut it promises sponsors plenty of 
oic-bearinir rock. 

Department Stores 

lull-scale advertising attack by air, Sears, 
Rf)EBi'c;K R: Co., Tacoma, Wash., uses 
the frontal approach, breaks down its 
H radii nrs in the Neius into definite 
news fronts. While the sales weapon of 
news bulletins is similar in content to 
I ha I used by other advertisers on the 
news iront, the format itself represents 
soMKihing new in strategy. 

Program opens with the headlines in 
the morning's news, including one from 
Si ARs' lacoma Retail Store. A general 
roimd-up of news from the war fronts 
lollous. News from the nation's capitol 
makes up the second portion of the news 
pel iod. Complete coverage of Tacoma 
happenings brings up the rear. Final 
portion ol the fi\e times weekly program 
(onsisis ol I lie I'NirKi) Prkss feature, 
Toddy's Aincricdu Hero. 

In addition to opening and dosing 
<i((lii lines, three commercials are used 
loi Si \ks' Tacoma Retail Store; first, as 
• ' pail ol iJH luadiines; the second, at 
I Ik (oiKJusion of the war front roinul- 
'i|>. ■md iIh ihiid jjietcdes the story of 
Today's AtncriKUi Hero. Campaign is 
s( hcduhd lor a .^)2-week run. 

AIR I AX: J or Hi-adlnus in the News. KMO's pro- 
proKrdin director Verne Sawyer get<i the by-lines. 
tint broadcatl: November 1, 194 J. 

Bruadcait Schedule: Monday ihroiiKh Frid.iy, 11:00- 
1 1 : 1 "i A.M. 

Preceded By: Luncheon with Lope/. 

hollowed By: Calling KMO. 

•Vpofnw; Se«r», Roebuck 6c Co. 

Station: KMO, Tacoma. Wuih. 

P<mer: 5,000 watt*. 

Population: 10y,40«. 

COMMENT: Advertisers with an eye to 
the future give more than a passing nod 
to local news happenings. A post-war 
public trained to catch its news by ear 
will stillwant to follow^ the newscasts it 
has been trained to expect, but that pub- 
lic is going to be more interested in the 
local scene. 

Drug Stares 

shipmen stationed at the Valley City 
(N. D.) Teacher's Training School for 
\^-12 instruction, the Dakota Drug Co., 
the PiLLER and Rex Theatres keep 
everything ship-shape over KOVC. To 
tie the knot of good will between the 
drug store nearest the college campus, 
the city theatres and the navy personnel, 
sponsors turned to boogie-woogie, jazz 
and sweet swing in a full hour show six 
times w^eekly. 

Recorded swing and live chatter fills 
the late afternoon musical need at a 
time when sailors are free to dial in a 
tuneful earful. 

AIR FAX: First Broadcast: October 1, 1943. 

Broadcast Schedule: Monday through Saturday, 5:00- 

6:00 P.M. 

Preceded By: Varied. 

Followed By: Lum 'n Abner. 
^^/^ Sponsor: Dakota Drug Co.; Filler 

5^^ vil and Rex Theatres. 

TM Station: KOVC, Valley City, N. D. 

f's Power: 250 watts. 

COMMENT: Wartime activ- 
ities have created vast new 
markets not only for the 
national advertiser but for 
the local sponsor, too. 
Armv personnel represents one such fer- 
tile field. 

Fuel Dealers 

tile thermometer takes a quick nose dive, 
the persou with only a few shovels of 
(oal in his cellar has Soincthing to Talk 
About. Unless he has all the facts, what 
he says is apt to make his fuel dealer's 
ears burn. 



To prevent just such a situation in 
MempJhis, Tenn., the Broadway Coal 
& Ice Co. took its ounce of prevention, 
found that Something to Talk About 
over WMPS was the right prescription. 
Little known and odd facts of general 
interest to the public in five-minute cap- 
sules is the anti- 
dote Broadway 
Coal & Ice uses to 
keep the public 
happy, though per- 
haps shivering. 
Commercials ex- 
plain delays in 
coal deliveries in 
the terms of wartime transportation 
jams, other acts of God beyond the con- 
trol of man or the Broadway Coal & 
Ice Co. Newspaper ads and spot an- 
nouncements plug the show. 

air FAX: Announcer Chris Kenyon relays the vi- 
gnettes on this syndicated one-man script series. 
First Broadcast: November 1, 1943. 

Broadcast Schedule: Monday through Friday, 10:55- 
11:00 A.M. 

Preceded By: What's Your Idea. 

Followed By: Boake Carter. 

Sponsor: Broadway Coal & Ice Co. 

Station: WMPS, Memphis, Tenn. 

Power: 1,000 watts (d). 

Population: 292,492. 

Producer: Radio Writers Laboratory. 

COMMENT: Programs need not be elab- 
orate nor costly to do an effective job for 
the advertiser. Case histories without 
number point up the fact that a one- 
man production on a consistent sched- 
ule can be an advertiser's best salesman. 


NEWS While troop movements deter- 
mine the outcome of war, is therefore 
featured news, what is uppermost in the 
minds of the families of the troops is the 
individual welfare of the man in uni- 
form. For camp followers and for the 
j men themselves, the Major Oil Co., 
I Philadelphia, Pa., includes just such 
news items in its 11:00 A.M. newscast. 

Sponsor requests news of men from 
the Philadelphia area from all camps, 
forts and naval bases in the country, airs 
the information on the show. To in- 
crease its tune-in. Major Oil sends 

postcards to all next of kin three days 
before news items are aired. Card in- 
forms them that the man behind their 
service star is to be mentioned on the 
show, gives them date, time-and-station 

air FAX: Broadcast Schedule: Daily, 11:00-11:15 

Sponsor: Major Oil Co. 
Station: WIBG, Philadelphia, Pa. 
Power: 10,000 watts. 
Population: 2,081,602. 

COMMENT: While news items about 
individuals may have no world shatter- 
ing consequences, personals are high in 
listenership. Surveys show that both in 
radio and in newspapers, columns de- 
voted to news about the men in the 
armed forces have tremendous follow- 


I WAS THERE When and how was the 
miracle drug penicillin discovered? 
What was the origin of Donald Duck? 
At what moment did radio itself become 
a reality? Proud indeed is the person who 
can say "1 Was There." And these are 
the persons who tell their stories over 
KIRO, Seattle, Wash., for the Sea 
Island Sugar Co. A half-hour weekly 
show, the eye-witness radio series fea- 
tures guest stars who have been in the 
thick of hair-raising, history-making ad- 
ventures. Dramatized are events of un- 
usual import or interest that are signifi- 
cant in the American way of life. Only 
let or hindrance to participants: each 
eye-witness to history-in-the-making must 
be able to truthfully say, 'T Was There." 
What gives punch to the series is the 
successful combination of sandhogs and 
singers, musicians and merchant ma- 
riners, generals and 
buck privates, other 
varied history-makers 
who can proudly say, 
'T Was There." 

While Sea Island 
foots the bill, it takes 
only opening and 
closing credit lines in 
return. To the Red 

MARCH, 1 944 


Cross Blood Donor Service goes the 
usual 60-seconds of commercial time. 
Red Cross statistics indicate a marked 
increase in the number of blood don- 
ors since the appeals were first aired by 
narrator Chet Huntlev. 

AIR FAX: First Broadcast: December iO. 1943. 
Broadcast Schedule: Thursday. 9:30-10:00 P.M. 
Preceded By: Music. 
Followed By: News. 
Sponsor: Sea Island Sugar Co. 
Station: KIRO, Seattle. Wash. 
Power: 50.000 watts. 
Population: 452.637. 

COMMENT: W'liilc iliere are millions 
ol lionuhoni lighters waiting to be told 
wliai to do and liow to do it, they can't 
be told merely with a line at the bottom 
ol an ad. nor with a slogan on the air. 
Advertising that goes all-out in its war- 
time job helps shorten the war, justifies 
its usefulness and integrity in both war 
;jnd peace. 


LET'S PRETEND 1 o the young in heart, 
the game of Let's Pretend is one that 
never grows old. Evidence that the the- 
or\ works in practice: the Cream of 
W'ni \i CoKi'.'s sjionsorship of the KIRO 
M I i( s in Seattle, Wash. While Let's Pre- 
it'dd won top honors in the division of 
(hildien's shows in a 1943 poll of radio 
editors, its adidt listeners run into seven 

Whih- ih( icn Ncar-old series is pri- 
iii.iiiK In) (hildrcn. its unicjue claim to 
laiiif is thai ii is also hy children. Mop- 
pels iiandle all roles, however difficult, 
on the SatnrdaN morning feature. Child 
siiiis ii;mi((l and diicded by author 
Nila .\Ia(k present the di ainati/alions ol 
both (lassie and original iairy tales. 

AIR I AX: First Broacusi: 19i4. 

Broadcast Schedule: Saturd.iy, 8:05-8:25 A.M. 

Preceded By: News. 

Fiillotted By: I-.ishions in Rations. 

Spi.Mw.r. (.rr.ini of Wheat Corp. 

Station: KIRO. Seattle. Wash. 

Power: 50.000 watti*. 

Population: 452. 6J7. 

COMMfiNT: W liilc ihc iHimbi'i ol homes 
III .Mi\ OIK (oiiiiiiunily with (hildren in 
iIk I.iiin sI()|\ .k'c is limiicd, ihc adver- 

tiser whose product appeals to this grotip 
is almost certain of a loyal and respon- 
sive audience. When such a progiam 
also appeals to the adult level the adver- 
tiser can chalk up to profit that bonus 

Insurance Agencies 

WAITING FOR THE 8:45 AVhile each 
person takes a different route, each 
writes his own ticket, the direction most 
men take is toward the safe haven of 
security. For KFNF listeners the Clan- 
cy-Redmond Insurance Agency, Shen- 
andoah, la., engineers just such a whistle 
stop five times weekly. 

Nightly at 8:30 P.M. Old No. 6 pulls 
in on the siding in the mythical town of 
Security, la., to make way for the 8:45 
Limited on the Main Line. Crew on the 
little accommodation train that stops at 
every cowpath to pick up milk cans 
spends the time cracking jokes or listen- 
ing to the songs of the station agent and 
his daughter. 

Show opens with the sound effect of 
a running train, fades into this theme 

''Listen to the luhistle boys, we're 

right on time! 
Old No. 6 is cotnin down the line- 
Lean on the throttle there, 'cause 

man alive . . . 
We gotta pull on the sidin' for the 


Conmiercial which follows gives passen- 
gers information on the Clancy-Red- 
mond non-stop, first class ticket to secur- 
ity. Closing commercial also tells listen- 
ers how to insure their safe arrival at 
that destination. 

AIR FAX: After the commercial, Old No. 6 approaches, 
goes in on the siding, comes to a halt with the hiss 
of air brakes, groans and rattles. Songs and jokes 
follow until the 8:45 Limited approaches, passes sta- 
tion and fades into distance. Old No. 6 then pulls 
back on the mainline, goes on her way, fades into 
closing theme. 

Broadcast Schedule: Monday through Friday, 8:30- 
8:45 P.M. 

Preceded By: Evening Letter Basket. 

Followed By: News. 

Sponsor: Clancy-Redmond Insurance Agcy. 

Station: KFNF, Shenandoah. la. 

Power: 1,000 watts (d). 

Population: 6.846. 



COMMENT: Simple, homey jokes and 
songs are a quick way to reach the com- 

mon man. 

When commercials are cut 
from the same 
cloth the advertis- 
er can achieve a 
kind of personal- 
ized selling that is 
almost tmiversally 

Men's Wear 


For the sports enthusiast, the gun at the 
end of the game doesn't mean a thing. 
A long run on the gridiron field, an 
amazing come-back on the race track, or 
what have you, will live as long as there 
are men to remember. It is on just such 
memorable events that Sam fiayes fo- 
cuses Through the Sports Glass. 

In Winston-Salem, N. C, the Hine- 
Bagby & Co., Inc. liad reason to put its 
money on the new transcribed series. 
During the football season Hine-Bagbv 
had put the sales ball into play over 
WSJS with Touchdown Tips, and since 
Sam Hayes showed remarkable sales 
drive in that quarter, treasurer and gen- 
eral manager Ira W. Hine saw no rea- 
son to change quarterbacks. 

In business for more than 30 years, 
sales coach Hine is convinced that ad- 
\ertising in general pays big dividends, 
is particularly sold on radio. W^hile com- 
mercials mainly hue to the semi-institu- 
tional line, immediate are the results 
when such items as hats, bags, suits, oth- 
er items essential to the well-dressed 
male, are offered on these programs. 

AIR FAX: Dramatized stones from the sports realm 
with commentary by sports expert Hayes are featured 
in this 26-week NBC recorded quarter-hour series. 
First Broadcast: December 3, 1943. 
Broadcast Schedule: Friday, 8:15-8:30 P.M. 
Preceded By: Music. 
Followed By: Music. 
Sponsor: Hine-Bagby 8C Co., Inc. 
Station: WSJS, Winston-Salem, N. C. 
Power: 5,000 watts. 
Population: 79,815. 
Producer: NBC Radio Recording. 

COMMENT: For those who have found 
the football fan a responsive Friday 

night listener, here is a logical follow-iq) 
that keeps the fan on his toes long after 
the last tattered pennant has been re- 
moved from the gridiron. Those who 
strike while the gridiron is hot, then 
keep up the good work, find that even 
on a weekly schedule, consistency pays 
di\ idends. 


it's a woman's business to keep up to 
date on new recipes, time-saving house- 
hold tips, other things of that nature, 
the woman's world isn't entirely restrict- 
ed by her own four walls. Between the 
baking, the dusting and the mending, 
she also takes a peek into the outside 
world, w^ants to know what's happening 
that's new and interesting. In San An- 
tonio, Tex., WOAI listeners can thank 
Liberty Mills and Vicks for the daily 
parcel of news items, human interest 
stories and timely topics of national and 
regional value. Editor of 
the Woman's Page of the 
Air is mikestress Jane 

Along with Associated 
Press and INS news sum- 
maries go occasional inter- 
views with visiting firemen. 
Commercials for Liberty 
Mills plug Heart's De- 
light Flour. Short open- 
ing and closing credit lines and a center 
commercial that helps housewives solve 
the riddle of ration points hits the sales 
spot for Liberty Mills. W^hile Liberty 
Mills only recently took on thrice-week- 
ly sponsorship, Vicks has stuck by its 
sponsorship on alternate days for sev- 
eral years. 

AIR FAX: Broadcast Schedule: Monday through Sat- 
urday, 9:30-9:45 A.M. 
Preceded By: The Open Door. 
Followed By: Star Playhouse. 
Sponsor: Liberty Mills; Vicks. 
Station: WOAI, San Antonio, Tex. 
Power: 50,000 watts. 
Population: 276,874. 

COMMENT: While news for women with 
a featured feminine newscaster has not 
as yet won the widespread backing of 

MARCH, 1944 


advertisers, those who have ventured 
have generally found it most productive, 
and some advertisers report amazing re- 


MR. GOOD EVENING When radio first 
threatened the advertising revenue of 
the daily newspaper, the fur flew thick 
and fast. Those who sat on the sidelines 
saw tlie cat and dog fight spend its fury, 
simmer down to a working partnership 
wiili plenty of room for both interests. 

In X'ancouver, B. C, Can., the picture 
is rosy-red. First to take to the airlanes 
with iifws broadcasts was the Sun. Next 
to lall into hue was the 
Xt'ws Herald. When the (^ 

Daily Province offered ^^ 

C:K\\'X listeners Mr. Good 
l-A'f'nnig, the journalistic 
jjidure was complete. 

Canada's third largest 
n e w s p a p e r picked Van- 
(oii\cr character Earl Kelly 
lor its six -times- a -week 
news shot loaded with in- 
ternational headlines, local 
and piovincial news. Name 
mcinion (onstitutes the 
onl\ ((jniniercial on the CKWX show. 

AIR FAX: Copy taken from Province news mactiines 
and local reporters is scripted by commentator Kelly. 
Fint Brnadcast: January, 194 3. 

Broadciiii Schedule: Monday through Saturday, 8:15- 
8:30 A.M.; Sunday, 9:00-9:15 A.M. 
Spumur: Vancouver r3aily Province. 
Slalnm: CKWX. Vancouver. B. C. 
Power: 1,000 watts. 
Population: 379,288. 

COMMENT: 1 iiai ladio (an build ncws- 
papcjs uluic newspapers bnikl radio is 
the (oiKJusion rcaciicd b\ the test ol 
linic. Willi lisK nt I inleresl in news at 
an alliniK 1ii,l;Ii. \\Ii;h bettei |)i()grain pK seiils iiscll lo ihc piess than 
iIh- sIuII (»I \\jii(li ilic press is made? 


TIME FOR SCIENCE W liile the .scienlisi 
in liis laboiaiory seeks lo push back the 
liomiei ol ilie unknown, llu- woi Id ol 

electrons and atoms is something else 
again to the uninitiated sitting down 
below the Ivory Tower; the layman is 
apt to speculate about the form and 
shape of things to come when peacetime 
industrial production is resumed. 

To interpret science not in the terms 
of new automobiles, new household con- 
veniences or what ha\'e you, but rather 
in the terms of the effect of inevitable 
changes in these and other fields on the 
daily lives of the rank and file, it's Time 
for Science to speak the language of the 
common man. 

Listeners in Rochester, N. Y., hear 
scientists speak the layman's language. 
Given in cooperation with Ti??ie Maga- 
zine and the University of Rochester, 
the weekly half-hour series 
is directed by Time science 
^ editor, Dr. Gerald Wendt. 

Men of science from the 
academic and the indus- 
trial worlds, as well as edu- 
cators, sociologists and 
ministers are the mouth- 
pieces through which 
science interprets itself. 

W'ith technical discus- 
sions getting the cold 
shoulder, the broadcasts 
seek to bring science down 
to earth, and within the reach of farmer, 
housewife, factory worker, businessman 
and day laborer. Not round table discus- 
sions (which often leave listeners in a 
state of muddled confusion), but rather 
lively, chatty exchanges give the pro- 
grams point and meaning. Not scorned 
are dramatic incidents, other stimulators 
designed to make listeners sit up and 
take notice. To bring each broadcast in- 
to locus, a clear cut summary rounds out 
the half-hour. 

AIR FAX: First Broadcast: January 1, 1944. 
Broadcast Schedule: Saturday, 7:30-8:00 P.M. 
Station: WHAM, Rochester, N. Y. 
Power: 50,000 watts. 
Population: 437,027. 

COMMENT: Ad\ ei t isers, too, have found 
that undue emphasis ujK)n the scientific 
inar\cls of the future are apt to boom- 
erang. (lonstriK ti\e approach here rep- 
resents a ical (ontribution to the present 
and the lutuie. 




Promotions and merchandising stunts that 
will lift a program out of the ordinary. 


LETTER FROM HOME When mothers, 
dads, sisters, relatives and friends mail 
in the names and addresses of Mont- 
gomery County boys and girls in the 
armed forces to WSFA, Montgomery, 
Ala., they start a Letter from Home on 
its way across the seas. To some 2,250 
service men and women goes the week- 
ly letter brimful of hometown gossip. 

What sets the wheels in motion is a 
five times weekly radio program heard 
at 12:15 P.M. On each quarter-hour, one 
or two service men or women get the 
spotlight. Listeners hear biographical 
sketches of Montgomery soldiers. Inter- 
views with those home on leave are also 
on the docket. In the center spot on 
each broadcast is a letter from a young 
miss to her soldier brother in which lis- 
teners get the highlights of local news. 

On the first week's call for names and 
addresses of service men and women 
WSFA listeners responded with 500 
names. Current weekly mailing is at the 
2,250 mark from a coimtv population 
of 125,000. 

Since turn about is 
fair play, service men and 
women are urged to write 
in return, thus keep home- 
town friends in touch with 
service activities. Acknowl- 
edged in every Letter from 
Home mailing are the serv- 
ice letters received that 

While the show was 
launched on a 13-week 
schedule, its five sponsors 

have now renewed indefinitely, took a 
rate increase without a scjuawk. At no 
time have sponsors plugged products. 
Mention at the beginning and end of 
each program, and mention at the top 
of the Letter from Home masthead keep 
the sponsors' names before both those 
in service and those on the home front. 
Sponsors now on the bandwagon: Coca 
Cola Boitling Co., Grimes Motor Co., 
J. \\^ Wells Lumber Co., John Dan- 
ziGER, Inc., WSFA, and the Brown 
Printing Co. (Note: because of the 
growth of the mailing list, two addition- 
al sponsors were recently added; Em- 
pire Laundry and Jenkins Brick Co.) 

air FAX: While this WSFA feature is not copy- 
righted, WSFA puts other stations and their adver- 
tisers on their honor with this request: if the format 
is adapted to another community, a weekly royalty 
should be included for the Letter from Home Fund. 
All money is turned over to the American Red 
Cross. To date, four stations send in weekly checks. 
(WSFA furnishes format and full details without ob- 

First Broadcast: August, 1943. 

Broadcast Schedule: Monday through Friday, 12:15- 
12:30 P.M. 

Sponsor: Grimes Motor Co., J. W. Wells Lumber 
Co., John Danziger, Inc., Brown Printing Co., Coca 
Cola Bottling Co., WSFA, Empire Laundry, Jenkins 
Brick Co. 

Station: WSFA, Montgomery, Ala. 
Power: 1,000 watts (d), 500 watts (n). 
Population: 105,000. 

COMMENT: Programs of this type do a 
community job and contribute general- 
ly to morale, give advertisers a splendid 
opportunity to make an institutional 
gesture and perform a patriotic service 
at one and the same time. 


ASK AND LEARN To those with ques- 
tions on religious belief, practice and 
worship, it is only neces- 
sary to Ask and Learn in 
Denver, Col. Series present- 
ed by the Catholic Arch- 
diocese OF Denver is heard 
as a Sunday evening fea- 
ture over KOA. 

\\^hile the question and 
answer period is devoted to 
topics of general religious 
interest and to specific mat- 
ters relating to Catholic 
belief, practice and wor- 

M ARCH, 1944 


ship, no subjects that might 
give rise to misunderstanding 
among non-Catholics are dis- 
cussed on the air. Questions 
on the beHef or practice ot 
churches other than the Cath- 
lic are not accepted for broad- 

Material for the broadcasts 
are taken from questions sub- 
mitted by listeners, with one 
priest asking the questions 
and another answering them. Approxi- 
mately ten questions are taken up on 
each (|uarter-hour. 

Printed copies of the broadcasts are 
a\ailable on request, and personal let- 
ters and pamphlets are used as a follow- 
up to those who contribiue questions. 
W^hile Ask and Learn is new as a radio 
feature, it has been a popular column 
in the Denver Catholic Register for 25 

AIR FAX: Father John Cavanagh and Father Edward 
Breen, associate editors of the Denver Catholic Reg- 
ister act as interrogator and clarifier, respectively. 
First Broadcast: November 14, 1943. 
Broadcast Schedule: Sunday, 11:15-11:30 P.M. 
Preceded By: News. 
Followed By: Pacific Story. 
Station: KOA, Denver, Col. 
Power: 50,000 watts. 
Population: 303,273. 

COMMENT: Religious leaders have 
found radio a powerful ally in getting the 
ear of the general public, regardless of 
creed. With a question-and-answer series 
the church can be certain to give listen- 
ers exactly what will most interest them, 
also has a check on the audience listen- 
ing level. 

Department Stares 


While hisloiy books ma\ icck ol moih- 
balls, be of much less consecjuence than 
the latest jive platter for the teen age 
scholar, current events are in the groove. 
From Akron, ()., other cities within a .HO- 
mile radius, (ome representatives from 
all public schools to participate in the 
weekly Junior l^oxun Meeting of the Air. 
Patterned after the network American 
Toxvn Meeting feature, the 45-minute 

program gi\es high school 

O students a chance to chew the 
fat over critical problems of 
current importance. While 
the first broadcasts originated 
in the WAKR studios, partic- 
ipants now gather in the 
auditorium of the A. Polskv 
Co., department store patron 
of the series. 

Schools are represented by 
self-chosen teams w^ho give 
the pros and cons on such questions as: 
"Should 18-Year-,Old Citizens Be Given 
the Right to Vote?" Judges selected each 
wTek score each participant from their 
own homes via the loudspeaker. \Vhen 
the series comes to an end May 8, scores 
by judges will determine the winning 
team. What's in the bag for those who 
get the nod from judges: a trip to the 
spring meeting of the American Toxvn 

After the teams have had their say, 
the studio audience of fellow high 
school students participate in a question 
and answer period. 

Promotion includes space in local 
newspapers, radio column write-ups, and 
window cards for schools, libraries, other 
strategic spots. Admission is by ticket 
which bears the A. Polsky imprint. 

AIR FAX: Program is under the direction of WAKR 
educational director Viola Berk, in co-operation with 
Josephine French, radio supervisor of the Akron 
Board of Education. Moderator: Stanley Schultz. 
First Broadcast: December 6. 1943. 
Broadcast Schedule: Monday. 9:15-10:00 P.M. 
Sponsor: A. Polsky Department Store. 
Station: WAKR, Akron, O. 
Power: 5,000 watts. 
Population: 309,504. 

COMMENT: Even without the element 
of (ompetition a program of this kind 
performs a valuable public ser\ ice, is al- 
most certain to achieve a high audience 
rating, biu all to the good is the element 
of suspense created by the prize angle. 

Men's Wear 

ny went mardiing off, he took with him 
Tom, Dick and Harry, all of them loyal 
\V(;HS listeners to the Sport Page of the 
Air. Too, as some sporting events were 



threatened with a duration shut-down, 
sports news became scarce as hen's teeth. 
Frankenbkrger's, Charleston, \V. Va., 
men's wear store, did the sporting thing, 
came up with a new type ot Sport Puirc 
of the Air which filled the hole lett bv 
the dearth ot lix>e sports news. Adman- 
ager Fred Roland found (according to 
its Crossley rating) that in the shuffle 
Frankenberger's had achieved the most 
listened-to WCHS program. 

Thousands of miles away, sports was 
still the major topic of conversation in 
Guadalcanal fox holes, North African 
desert sands or on the ice-bound coast 
of Iceland. Fighting men found time to 
write sportscaster Sam Molen to tell him 
how they missed the Sport Page of the 
Air, to ask hundreds of questions about 
sports events, past, present and future. 

Then came an idea. AVhen adman 
Roland, sportscaster Molen and WCHS 
station manager Howard L. Chernoff 
came out of the huddle, the ball was put 
into play for a printed edition of the 
Sport Page of the Air for servicemen. 
Each month the four-page, tabloid size, 
printed newspaper is mailed to hus- 
bands, sons, sweethearts and friends of 
WCHS listeners. 

Sport Page of the Air listeners are in- 
vited to send in the names and addresses 
of West Virginia men in service. The 
first issue went to 1,500 servicemen. 
When the eleventh issue went out Feb- 
ruary 1, there were 8,137 names on the 
mailing list. 

Headlines of the Christmas issue were 
reserved for a personal message to each 
boy. The recipient of each copy found 
his name in bold, red letters in a stream- 
er across page one, w^ith a Merry Christ- 
mas a part of the greeting. 

With Frankenberger's, radio and 
newspaper advertising go hand-in-glove, 
and a goodly por- 
tion of its newspa- 
per budget has gone 
to additional pro- 
motion for its serv- 
icemen's news a per 
and its Sport Page 
of the Air. One such 
promotion: a re- 
print of a letter 

from a serviceman, "Many thanks for 
Frankenberger's Sport Page of the Air. 
I will pass it to Hitler, attached to a 
block buster." Details of the free s]:)orts 
newspaper service and time-and-sialion 
program data were included in ihc ad- 

Frankenberger's have also built show 
window displays to exhibit the 7,000 let- 
ters from all over the world written to 
sportscaster Molen. Typical serviceman 
conmient: "It's next to a letter from 
home. I pass it around among my bud- 
dies until it's worn out." Address cards 
are placed on Frankenberger's counters 
for customers to fill out with names of 
servicemen. And to insure earliest pos- 
sible delivery, Frankenberger's have 
set up a card file to 
handle changes in 

Xet result: what 
was just another 
sports program has 
become a West Vir- 
ginia institution, is as 
much a part of 
Frankenberger's as 
the men's and boys' 
clothing it sells. While the program hues 
to the institutional line,, will hit pay dirt 
at war's end, it also serves an immediate 
purpose. Direct result from radio which 
was untried and unknown to it four 
short years ago: Frankenberger's recent- 
ly celebrated the biggest day in its his- 
tory of 83 years. With radio it has also 
met the transportation shortage, has 
built up a live-wire mail order depart- 
ment. Adman Roland now ties-up all 
Frankenberger's promotions with its 
radio program. 

air FAX: Nightly quarter-hour sports review is edited 
by sports reporter Sam Molen. To give color to its 
pages, sportscaster Sam Molen takes fans Behind the 
Sport Headlines. Five-minute feature deals with some 
memorable moment in sports. 
First Broadcast: 1939. 

Broadcast Schedule: Monday through Saturday, 6:15- 
6:30 P.M. 
Preceded By: News. 
Followed By: Music. 
Sponsor: Frankenberger's. 
Station: WCHS, Charleston, W. Va. 
Power: 5,000 watts. 
Population: 80,996. 

COMMENT: Invaluable is the post-war 
good will built with service features of 

MARCH, 1944 


this kind which make a tremendous con- 
tribution to the morale of the armed 
forces. These same fighting men of today 
are the listening audience and the buy- 
ing public of the future. 


teners board the Swingtime Special with 
Shawnee Milling Co. at the throttle, 
there's music and reading matter for 
everyone on the week-day excursion. 
When the series first took to the air- 
waves, fellow-travelers with Shawnee 
were offered free booklets on war heroes 
lor the asking. Program was designed to 
introduce a new flour in the WCBI mar- 

Program utilizes opening and closing 
sound effects to put listeners into the 
swing of the Swingtime Special. Popular 
music is the fuel used to build up sales 
steam. Combination of booklet and pro- 
gram have stepped up the tempo of the 
Shawnee drive shaft into the Columbus, 
Miss., area. 

AIR FAX: Show is made up of transcribed music. 
First Broadcast: June, 1943. 

Broadcast Schedule: Monday through Friday, 11:45- 
12:00 (Noon). 

Preceded By: Woman's College. 
Followed By: Musical Show. 
Sponsor: Shawnee Milling Co. 
Station: WCBI, Columbus, Miss. 
Power: 250 watts. 
Population: 15,467. 

COMMENT: Music to work by has long 
been a successful late morning pattern 
for radio advertisers. For sponsors it is 
an easy and inexpensive short-cut to in- 
creased sales. 

Music Stores 

CKOC listeners in and around Hamil- 
ton, Ont., had yet to hear the Bayer 
Aspirin Co.'s network Album of Fa- 
miliar Music, the local Heintzman 
Record Depari mem had proof that 
listeners were album (C)ns(ious. As a tie- 
in with ilie network program, Heintz- 
man 's olfered five record albums to five 
listeners who could iclcniifv "W/r Oold- 

en Voice of Radio," Frank Munn, the 
Bayer singing star. 

Over a two- week period preceding the 
first broadcast of the Album of Familiar 
Music listeners heard Munn's voice 
coupled with spot announcements invit- 
ing them to icientify the mystery man. 
On-the-air promotion was supplemented 
with a Heintzman window display 
which drew attention to the contest, the 
albums on sale, and the Hamilton open- 
ing of the network program. Passers-by 
were reminded to tune in the 10:30 
A.M. Treasure Chest of Song, and the 
11:00 P.M. Starlight Concert for details. 

Those who correctly identified the 
voice got their names in the hat, and 
drawings for the five winners took place 
just previous to the cut-in for the net- 
work opening program. Evidence that 
the album was a treasured thing: during 
the final week of the contest it drew 484 

AIR FAX: First Broadcast: January 2, 1944. 

Broadcast Schedule: Daily, 10:30 A.M., and 11:00 

P.M. for two weeks. 

Sponsor: Heintzman Store. 

Station: CKOC, Hamilton, Ont. 

Power: 1,000 watts (d). 

Population: 155,547. 

COMMENT: Promotion of this kind un- 
doubtedly helps build a large audience 
lor the network show, but the local spon- 
sor has plenty to chalk up to the credit 
side of the ledger. It's just such aggres- 
sive merchandising that produces radio 
success stories. 



Men behind the guns now (ind them- 
selves behind the footlights in Pitts- 
burgh, Pa., on their days olf. Extolled in 
song, posters and bond plugs, these same 
war workers now get the opportunity to 
do a bit of singing, dancing and story 
telling on their own. 

Under the stimulus and aegis of the 
Pittsburgh Post-Gazette, leading indus- 
tries of VV^estern Pennsylvania engaged 
in the preparation and manufacture of 
\iial war material comb ])ersonnel for 
ouislanding amatem- theatrical talent, 
feature it in an hour long War Work- 



ers Victory Varieties. Broadcast over 
WWSW, the show goes on from the 
stage of Pittsburgh's venerable Nixon 

Ten separate acts representing ten dif- 
ferent companies are staged weekly, and 
the number of audition applicants indi- 
cates that most welders and sheet metal 
workers are crooners and tap dancers at 
heart. Since workers do any one of three 
eight-hour shifts, two weekly auditions, 
one at 7:00 P.M., the other at 9:00 A.M., 
in the Post-Gazette auditorium, give 
everyone interested a crack at the foot- 

Not only for glory do workers tread 
the boards. To the three best weekly acts 
go $100, $50 and $25 War Bonds. The- 
atre audience ballots determine the win- 
ners. Evidence that War Workers Vic- 
tory Varieties is on the Bond wagon: 
a Treasury Department request to stage 
two 2-hour Bond shows. A feature of 
each broadcast is the introduction of the 
previous week's winners and the presen- 
tation of prizes. 

Promotionotions: broadcast pics are 
featured in the Monday edition of the 
Post-Gazette. Weekly winners are an- 
nounced in Tuesday's edition. Broad- 
casts are open to the public, and tickets 
are free on request. Workers secure tick- 
ets from personnel offices. 

AIR FAX: Evidence that too many cooks don't neces- 
sarily spoil the broth: WWSW chief announcer Dave 
Tyson emcees the show which is scripted by John 
WilkoflP, produced by John Davis, 
and versatile emcee Dave Tyson. 
Band- A id: the William Penn 
Hotel Orchestra of Maurice Spi- 
talny. Series is also broadcast 
over the Victory Network. 
First Broadcast: December 12, 

Broadcast Schedule: Sunday, 
3:00-4:00 P.M. 
Preceded By: Romantic Hour. 
Followed By: News and Music. 
sponsor: Pittsburgh Post-Gazette. 
Station: WWSW, Pittsburgh, Pa. 
Power: 250 watts. 
Population: 1,072,545. 

COMMENT: VVHiere the area is sufficient- 
ly large to guarantee an ample reserve of 
talent, the amateur show with the indus- 
trial worker tie-in is a natural. 


CANTEEN QUIZ When soldiers gather 
at Lowry Field for the Monday night 
Canteen Quiz, every contestant down to 
the last man has one objective, namely. 
Bombing Berlin. What's at stake: prizes 
that speak a soldier's language. 

An all-military show, the series is a 
qviiz and game combination with audi- 
ence participation. Ten contestants make 
up the crew of those intent on Bombing 
Berlin, the game used on the program. 
Contestant is given a dart to throw at a 
map. The number on which the dart 
lands determines the question to be 
asked, with the number on the map co- 
inciding with the number on the ques- 
tion. Those who miss may or may not 
get the razzberry, but in any case they 
rate a booby prize. Theatre tickets and 
cigarettes are the stock-in-trade. 

AIR FAX: Broadcast Schedule: Monday, 7:30-8:00 P.M. 
Station: KMYR, Denver, Col. 
Power: 250 watts. 

COMMENT: Excellent as morale build- 
ers among the armed forces, broadcasts 
of this kind also do a public relations 
job among civilians, help acquaint lis- 
teners with their army post neighbors. 

O What the U.S.O. is to 
the armed forces, the 
War Workers Victory 
Varieties is to Pittsburgh, 
Pa., homefront fighters. 

MARCH, 1944 



Results based on sales, mails, 
surveys, long runs and the 
growth of the business itself. 

Department Stares 

WHAT'S GOING ON While listeners 
may ask What's Going On, have the 
question answered for them on the 
WICG feature, Rowland's Department 
Store, Bridgeport, Conn., got the an- 
swer before it asked the question. When 
mikestress May Bradshaw Hays urged 
her listeners to back the Fourth War 
Loan, she got a $1,500 answer in j3ledges 
from her one-time plea. 

AIR FAX: Important current events of local and na- 
tional interest fill in the five titnes weekly quarter- 
hour slanted toward the distaff side. Promotionotions: 
strip headlines in the department store's newspaper 
advertising, and small posters with time-and-station 
data in the store itself. To cover the local angle on 
What's Going On, representatives for 
state and suburban news in every wom- 
an's club in Connecticut have been ap- 

First Broadcast: November 29, 1943. 
Broadcast Schedule: Monday through 
Friday, 11:15-11:30 A.M. 
Preceded By: Music. 
Followed By: Music. 

Sponsor: Howland's Department Store. 
Station: WICC, Bridgeport, Conn. 
Power: 1,000 watts (d). 
Population: 147,121. 

COMMENT: All lo llie good arc- 
tie-ins with women's tlul^s, oili- 
er civic organizations. Deparimenl stores 
have made good use of just (his kind ol 

Department Stores 

THROW A DART W'iun Bi i<(.i i<s l)i - 
PARI MEM SroRE, Utica, N. ^'., shoots 
its radio arrow into the air, it isn't kit 
long in doubt as lo where the dart falls. 
\or (Iocs I he W'lBX annouiKei who 

throws a dart at an area map of Utica, 
its general environs, have long to wait 
for the telephone to ring. Block where 
the dart lands is announced on the pro- 
gram, and the first resident of that block 
to call the station gets a free-for-nothing 
merchandise check from Berger's. Lis- 
tener response per throw is almost 100 
per cent successful. 

A Berger check on those w^io come to 
the store to claim gift merchandise 
checks indicates that winners don't call 
a halt to purchases when the due-bill is 
exhausted. Example: a three dollar prize 
winner bought 23 dollars worth of mer- 
chandise. After 110 consecutive broad- 
casts, Ber(;er's signed a contract renewal 
to run through the entire year of 1944. 
Ripley item: Berger's had never before 
been sold a radio program, had limited 
its air activities to spot announcements. 

AIR FAX: Broadcast five times weekly, the program 
features prizes each and every day. On the first and 
second throws of the dart, the merchandise credit is 
two dollars. To the second persons to call from a 
given block after each throw go pairs of theatre 
tickets. Prize on the third throw is three dollars. 
Avon Theatre passes out the six Annie-Oaklies a day 
in return for daily mention of its current picture. 
Dart has fallen in almost every precinct in Uti^a, 
New York Mills, Whitesboro and New Hartford. 
First Broadcast: September. 1943. 

Broadcast Schedule: Monday through Friday, 11:05- 
11:15 A.M. 
Preceded By: News. 

Followed By: Varied. 

Sponsor: Berger's Department Store. 

Station: WIBX, Utica. N. Y. 

Power: 250 watts. 

Population: 114,412. 

COMMENT: Advertiser here 
has concrete e\ idence that in- 
creased purchases actually un- 
derwrite the total expense of 
the promotion. A daily pro- 
gram of this kind is an excel- 
lent method of (reating store 
1 he store itself must do the rest. 


Drug Products 

Traveler lor the (Ionsoeidaiei) Drik; 
Trade, its Koeor-Bak and Peurna, are 
the Dixie Mountaineers heard six times 
weekly over K 1 HS, Hot Springs, Ark. 
Returns from a free offer of a dictionary 
loi- tinee Koi.or-Bak (arton flaps indi- 



cated that the Dixie Mountaineers get 
around, are hail-fellows-well-met. In seven 
weeks, offer drew over 1 1 ,()()() pieces of 
mail. Hill-billies are heard Monday 
through Saturday in a 5: 15 P.M. quarter- 
hour for the Consolidated Drug Trade. 

Not restricted to this one series is the 
sphere of influence of the Dixie Moun- 
taineers. Six times weekly listeners get a 
12:15 P.M. quarter-hour with the com- 
pliments of the Larabee Flour Co. To 
pyramid listeners, give the series a good 
send-off, Larabee Flour placed posters 
in almost every grocery store in the 
state. Newspaper and direct mail also 
stepped up the tempo. 

Character who gives the series charac- 
ter is old man Ebeneezer Brown, hill- 
billy sage who watches and waits for 
every chance to tell listeners how En- 
riched Airy Fairy Flour can help them 
with their baking, how Kolor-Bak and 
Peurna are household necessities. In 
each quarter-hour, Ebeneezer gets in a 
couple of good licks, and the announcer 
handles the opening and closing com- 

AIR FAX: Larabee Flour has its KTHS program tran- 
scribed, played on KARK, Little Rock, the following 

Broadcast Schedule: Monday through Saturday, 
12:15-12:30 P.M.; 5:15-5:45 P.M. 
Sponsor: Larabee Flour; Consolidated Drug Trade. 
Station: KTHS, Hot Springs, Ark. 
Power: 10,000 watts. 
Population: 21,370. 

COMMENT: Properly planned, proof-of- 
purchase offers are often self-liquidating, 
frequently build up a nice nest-egg for 
future promotions. They also give ad- 
vertisers an indication of the depth and 
breadth of the penetration of their sales 


tional Bank of Washington, Tacoma, 
Wash., had had the last word on its Five 
O'clock Final for 12 months, it decided 
that public service was a job that is 
never done; National renewed for 
another 52-weeks. In its simon-pure in- 
stitutional campaign over K^IO, Na- 
tional's news round-up is almost entire- 
ly devoid of commericals. Brief opening 

and closing credit lines give credit where 
credit is due. Center commercial is 
usually given over to War Bonds, Red 
Cross, other phases of the war effort. 

air FAX: Newscaster Verne Sawyer presents the six 
times weekly news round-up from the war, national, 
local and regional news fronts. 
First Broadcast: September 14, 1942. 
Broadcast Schedule: Monday through Saturday, 5:00- 
5:15 P.M. 

Preceded By: Network. 
Followed By: Superman. 
Sponsor: National Bank of Washington. 
Station: KMO, Tacoma, Wash. 
Power: 5,000 watts. 
Population: 109,408. 

COMMENT: To establish and maintain 
public trust and confidence is the main 
problem which confronts financial insti- 
tutions. With a news program the adver- 
tiser doesn't have to resort to long- 
winded commercials to achieve that ob- 


SLOGANAIRE For almost nine years, 
the Royal Furriers, Keene and Bellows 
Falls, N. H., has put its money on radio, 
backed its radio offerings to the hilt, but 

when Sloganaire rolled off the WKNE 
progiam assembly line, Royal Furriers 
found it really had something to back. 
In stops made on business trips in ad- 
jacent towns, owner A. N. Fine has yet 
to find a radio home where the jackpot 
program isn't on the regular tune-in 

air FAX: Jackpot program interspersed with music is 
heard three times weekly. Title derives from listener 
come-on of slogan which involves sponsor's name, 
address of his two stores, telephone numbers, or fea- 
tures apropos to the fur season, i.e., storage, repair, 
or what have you. 

Listeners start to play the easy game with the big 
cash return as soon as the program hits the air. Slo- 

MARCH, 1 944 


gan changes each day, is announced with the theme 
music fade-out. Selection from a telephone book for 
the Twin States region determines what lucky lis- 
tener gets the telephone call. One spin of the wheel 
determines the page of the telephone book from which 
the call is made. The second spin determines whether 
names will be selected from right or left hand col- 
umns. Third and final spin of the wheel fixes the 
number of phone numbers counted down the page 
to determine who gets the actual call. Not included 
are business telephones. Slogan is given five times 
during the quarter-hour. Only one call is made. 
If the person who takes the call knows the slogan 
of the day, he wins the jackpot. Consolation prize 
if he misses the slogan: a gift certificate which en- 
titles him to a free hat. Two 100-word commercials 
carry the sponsor's message. 

First Broadcast: February 8, 1943. 

Broadcast Schedule: M-W-F, 5:30-5:45 P.M. 

Preceded By: Jimmy Allen. 

Followed By: Keep Home Fires 


Sponsor: Royal Furriers. 

Station: WKNE, Keene, N. H. 

Power: 5,000 watts. 

Population: 13,832. 

COMMENT: In programs 
built around the advertiser's 
merchandise almost every 
word constitutes a commer- 
cial. Cash prizes need not 
be too great a strain on the 
wallet to build up a large 
audience following. 


SONGS IN MY HEART Big business 
finds that music to work by is one way 
to step up production. What the tycoons 
have just begun to practice has been 
common knowledge among Spokane, 
Wash., houswives for twelve years. For 
the lady of the house engaged in the 
week's mending, ironing or what have 
you, the Spokane Fur Co. has given 
\oice to Songs in My Heart for more 
than a decade, over KHQ. 

AIR FAX: Classical orchestral music is featured on the 
thrice weekly disc quarter-hour. 
First Broadcast: 1942. 

Broadcast Schedule: M-W-F, 4:00-4:15 P.M. 
Preceded By: News. 
Followed By: Home With Susan. 
Sponsor: Spokane Fur Co. 
Station: KHQ, Spokane, Wash. 
Power: 5,000 watts. 
Population: 117,414. 

COMMENT: r\vcl\c years on liu- air 
with the same show is something to put 
in one's pipe, smoke! It's another brick 
in ilic best possible louiuialion foi ladio 
;i(l\(i lising: ( oiisistrruy. 


sometimes takes all the tricks of the 
trade to move a product from the gro- 
cers' to consumers' shelves, there's also 
an art to getting that product on the 
gi'ocers' shelves in the first place. To do 
just that for its 11-ounce Corn Flakes, 
the Kellogg Co. teamed up with 
WAGA, Atlanta, Ga. The combination 
more than pulled its weight. District 
sales manager A. V. MacLean made 
this report to the nation: 
representatives sold 92 stores 
out of 154 contacts. Of this 
group, 31 had not previous- 
ly stocked the package. 
Twice as many Corn Flakes 
were mo\'ed from the ware- 
house as had been moved 
in an average 30-day period 
during the year! 

While the radio program 
goes From A to Z in Nov- 
elty, promotional activities 
follow the same pattern. In 
cooperation with the Atlan- 
ta Savings Stores, Inc., and 
the Quality Service Stores, 
WAGA gets behind a dual promotion of 
selected food items. Each week, a 
WAGA-advertised product and a pri- 
vate-label item are jointly promoted 
through a three-a-week quarter-hour 
program, newspaper advertising, dis- 
plays and posters. Stores tie-in the two 
items with their newspaper ads, also 
back the plan in the weekly bidletin 
which goes to the 200 member stores. 

air FAX: Broadcast Schedule: M-W-F, 11:15-11:30 

Sponsor: Atlanta Savings Stores, Inc.; Quality Service 

Station: WAGA, Atlanta, Ga. 
Power: 1,000 watts. 
Population: 360,692. 

COMMENT: A program worth buying 
is a program worth promoting. Adver- 
tiser who coordinates his promotional 
efforts is certain to get greater returns 
than those who follow a hit-or-miss pol- 
icy. Since repetition is the stuff of which 
sales are made, concentration on specific 
items over a period of time is one effec- 
li\e de\ice for expanding the market. 




This is the businessman's own department. RADIO SHOW- 
MANSHIP invites radio advertisers to exchange results and 
reactions to radio programs for their mutual benefit. 

Department Stores 

NEWS OF THE WORLD "For a number 
of years WAPI has been getting the 
larger part of my radio appropriation. 
When a WAPI salesman approached me 
with reference to News of the World, I 
had my doubts that a program of this 
nature could do a merchandising job 
for our particular type of store. I am 
glad to say that my objections were over- 
ruled. This program has done a thor- 
ough job of selling merchandise and 
building good will! 

"The program has promoted men's 
wear; shoes for men, women and chil- 
dren; special storewide events, and new 
departments such as the cleaning and 
pressing department. In this one in- 
stance alone, the response was so terrific 
that I was forced to take our hat clean- 
ing department off the air. 

"Our w^omen's ready-to-wear depart- 
ment has done an outstanding job of 
selling. Through the medium of this 
program, we were able to establish a 
higher price dress for volume sale than 
we had ever been able to before. While 
we had formerly gone all out for volume 
business on dresses for $1.89 or two for 
$3.69, News of the World established 
and sold our $5.99 and $8.95 dresses. 
Today we are realizing a gratifying vol- 
ume on higher priced merchandise." 
Merchandise Manager 
Pizitz Bargain Basement 
Birmingham, Ala. 

AIR FAX: Program here is a network feature available 
for local sponsorship. 

Broadcast Schedule: Monday through Friday, 7:00- 
7:15 A.M. 

Sponsor: Pizitz Department Store. 
Station: WAPI, Birmingham, Ala. 
Power: 5,000 watts. 
Population: 267,583. 

COMMENT: Wisely, sponsor here doesn't 
try to cover the entire store, limits itself 
to specific departments. (For a complete 
story on the radio activities of this de- 
partment store, see RS, January, 1942, 
p. 6.) 


WE'RE HAVING A BABY "Many favor- 
able comments have been received from 
the new^ mothers and many more from 
their friends and relatives. This program 
is ideal for an interest stimulator and 
for general consumer acceptance promo- 

"We have redeemed about 80 per cent 
of the cards sent out to the new parents, 
and many of them have sent us letters 
expressing their appreciation. We re- 
deem these cards only through two local 
druggists who handle our ice cream, and 
they also benefit and appreciate this 
angle of our program. 

"W^ith the shortages of milk and ice 
cream this past year, we can't really 
judge what the program would do in 
normal times. Suffice to say, we expect 
to keep the program going as long as 

we can." 



Fairmont Creamery Co. 

Fremont, Nebr. 

AIR FAX: A 10-minute program broadcast at 9:15 
A.M., Monday through Saturday, We're Having a 
Baby features news of blessed events within the last 
24-hour period. Local hospitals help KORN keep up 
with the activities of the bird with the long legs. 
Hints on child care are also a part of these tips to 
the wise. To each set of new parents goes a coupon 
entitling the family to one quart of ice cream, with 
the compliments of the sponsor. 

Since Fremont's Fairmont Creamery deals almost en- 
tirely with homogenized milk, commercials present 
data on homogenized milk and its value for children. 
Seasonal factors put the emphasis on ice cream in the 
good old summertime. 

Plugs in the local newspaper two weeks in advance 
of the first broadcast got listeners primed for the 
low-down on storkland activities. Theme song: We're 
Having a Baby. 

MARCH, 1944 


First Broadcast: July 14, 1943. 

Broadcast Schedule: Monday through Saturday, 9:15- 

9:25 A.M. 

Preceded By: News. 

Followed By: Q. A. Club. 

Sponsor: Fairmont Creamery Co. 

Station: KORN, Fremont, Nebr. 

Power: 250 watts. 

Population: 11,862. 

COMMENT: In smaller communities 
where viial statistics are vital indeed, a 
program of this kind is almost certain 
to build tip a tremendous listening atidi- 
ence. An 80 per cent return speaks for 

Hardware Stares 

GARDEN GUIDE " Ihe radio advertis- 
ing lor our products has made many 
sales and a host of friends for us. It has 
also given the public confidence in our 
store and the advice we give." 



Washington Hardware Co. 

Tacoma, Wash. 

AIR FAX: Garden Guide for KMO listeners is garden- 
wise Gail Clark. Daily quarter-hour takes up various 
phases of home gardening, keeps listeners posted on 
what, when and how to plant. With reason do Pud- 
get Sound housewives also call emcee Clark house- 
wise. In addition to her morning quarter-hour, she 
also presents a Shopping Around column-of-the-air, 
with pointers for happier living, better ways to run 
a home, other chit-chat dear to the feminine listener. 
Each program follows the participation format with 
sponsors limited to three. 
First Broadcast: February 5, 1943. 

Broadcast Schedule: Monday through Friday, 10:15- 
10:30 A.M. 
Preceded By: News. 
Followed By: Luncheon with Lopez. 
Sponsor: Washington Hardware Co., others. 
Station: KMO, Tacoma, Wash. 
Power: 5,000 watts. 
Population: 109,408. 

COMMENT: While participation pro- 
grams have earned their reputation for 
sponsor results, the advertiser should 
determine in advance whether sponsor- 
sliip is restricted. A show over-stocked 
with sponsors butters nol)ody's l)read. 


News, reviews and tips on spot 
announcements in this column. 


W^hen the Falls Crrv Auto Exchange 
called in WPAT specialists, it got its 
face lifted before it made its first bow 
to the radio public. What started otit as 
the nickname of Bady Joseph, president 
of the firm, ended up as the basis for a 
catch slogan on the air. Forgotten w^as 
Falls City Auto Exchange. In its place 
listeners were told to "Check with 
Cluck" for new and used cars, and 
signs over the firm's headquarters were 
changed to conform. 

Response was immediate. Seven times 
daily, six days a week, listeners were re- 
minded to "Check with Chick." Frantic 
was the manager of the telephone com- 
pany whose information board was 
swamped with requests for the "CJieck 
with Chick" telephone number. W^ithin 
.^6 weeks the firm had expanded its quar- 
ters three times. With business showing 
a 400 per cent increase the Paterson, 
N. }., automobile firm signed a 52-week 


Fo hiugli, ha\e the world laugh with 
it, the 1 EXCEL Corp. compiled a book- 
let of army and navy hiniior, offered it 
free to WACA listeners, Atlanta, Ga. In 
a four-week (ampaign, listeners got 120 
offers of the laugh-l^ook. Many times 
that number was the response to the 30 
weekly announcements. lotal recjuests 
for the scrapbook: 13,559! C^ost of the 
j)romoti()n figined approximately six 
reius per re(|iiest. 




Address: Radio Showmanship Magazine, 
1004 Marquette, Minneapolis 2, Minn. 

Radio Showmanship would like your cooperation in its survey 
of radio trends. Will you list your outstanding locally-sponsored 
program or your best announcement campaign now on the air? 
Make your selection on the basis of popular interest, results and 
public acceptance. Dont worry about spoiling your copy of this 
issue . . . we'll send you another. 


Station Power Location 


NAME Executive in Charge 

Type of Business Location 

Previous Radio Activities 
Percentage of radio advertising used, compared with other media 


TYPE OF PROGRAM Date of First Broadcast 

Broadcast Schedule 

Program Description 

Other Programs Used? 



Total number of commercials Length of Each 

Appeal Directed To? Live or Transcribed? 



Radio Newspaper Direct Mail 

Point of Sale Displays Window Displays 

What merchandising tie-ins, or special program stunts such as prizes or contests have been 


How was the program sold to the trade? 

Is program promoted within the sponsoring company? 


Business Growth 

Sales Increase Mail Pull 

Response to Giveaways, etc. 

Survey Ratings . 

Sponsor's attitude toward radio as an advertising medium 


>i K)\V\ 

APRIL 1944 


# Quality shows for Quality Bakers of America, Inc., 
says admanager Robert L. Schaus (p.ll5) 

# Hardware dealer covers newsfront • . {p. 120) 

# What's the answer for department stores? Here's 
one from Toronto, Ont (p.l24) 

37 Tested Programs for Businessmen 


c r D u T p r 


A quick index to what others in your business field accomplish through radio. 
Articles and services in Radio Showmanship are classified by businesses here. 


Business PAGE 

Automobiles 135 

Aviation 128 

Bakers 115 

Beverages 130 

Builders' Supplies 135 

Candies 118 

Cemeteries 130 
Department Stores 124. 131. 133, 136 

Drug Products 141, 142 
Finance 126, 131, 140, 142 

Grocers 126, 132 

Hardware Dealers 120, 142 


Home Furnishings 



Meat Packers 

Men's Wear 








132, 136 

133, 139, 141 


122, 126 


133, 137 
126, 134 

134, 137 

Automobile Supplies 
Department Stores 

Drug Products 
Drug Stores 




97, 105 
86, 91, 92, 98, 

102, 105 
95, 102 

84, 92 



103, 104 

86, 93, 94, 102, 104, 105 


Business PAGE 

Hardware Stores 106 

Insurance Agencies 94 
Manufacturers 81, 93, 106 

Meat Packers 88 

Men's Wear 95, 98 
Milling 86, 95, 100, 102 

Music Stores 100 

Newspapers 96, 100 

Nurseries 86 

Public Utilities 86 

Seed Stores 86 

Theatres 92 

Varietv Stores 78 

// you don't have the March issue, order it now! 


Notional Broodcostlng Co. 

A Service of Radio 
Corporation of America 

• You can stew and sweat and worry and fret about your 
programs for summer listening OR ( capital or ) you can 
solve the whole problem the easy way— with one of NBC's 
top-flight package shows. Yes, if ever there was a way that 
"easy does it," this is it. 

NBC has a wealth of first-rate recorded shows . . . music, 
mystery, adventure, great names, variety, romance . , . all 
set to work for you on your local station. To name a few: 

The Weird Circle— spine-tingling mysteries by master storytellers 
of the past. 52 half-hour shows. 

Modern Romances— real-life love stories, vibrant enough for the 
young, mellow enougli for the old, from the pages of Modern 
Romances Magazine. 156 quarter-hours— each a complete story. 

Stand By for Adventure — tales of exciting happenings in far 
places, among strange people. 52 quarter-hour programs. 

And this summer, with restrictions on gas and tires— peo- 
ple staying home because of crowded trains and buses, 
there'll be a better summer audience than ever. All the 
more reason to turn to NBC— to put your chips on shows 
produced to assure popularity and audience response. 

EASY DOES IT! All you have to do is write a few com- 
mercials . . . pick your favorite show . . . select the time and 
station. If the shows listed are not what you have in mind 
. . . there are many more from which to choose. 

But don't delay! Ask your local station to audition the 
show for you— or write direct for a list of available shows. 

i?AD/0-f?eCQftf)/NG D\\/\S\OH 


RCA BIdg., Radio Cify, New York, N.Y... Merchandise Marf, Chicago, III. 

Trans-Lux BIdg., Washington, D. C. . . Sunsef and Vine, Hollywood, Col, 



Do you know this man? He's 
the retailer who won't buy radio 
time because a competitor has 
a longer, more elaborate pro- 
gram than he himself can afford. His logic follows this pattern. Until he 
can either match Blank's program, or go Blank's one better, he will shun 
radio advertising like a plague. It's the old cutting-off-your-nose-to-spite-your- 
face technique. 

Now it happens that Blank's uses its radio offering entirely for prestige. 
Sales are, and always have been, incidental. So our friend, even though he'd 
give the shirt off his back for the business volume in one single department 
of Blank's, knits his brow, and lets his worries over prestige cut years off his 
life. What he should do, as we know, is to set out to earn the prestige that 
Blank's has established through years of service to the community. 

You don't measure prestige nor business volume by the clock. A five-minute 
program can do a whale of a job. A 6o-minute program can be a complete 
flop. Programs are the essence of radio, not time units. It takes good program- 
ming to build listening audiences. 

And it's right here that our friend trips over another stumbling block. He 
wants an audience right off the bat that's as large as the one that Blank's 
has taken years to achieve. He could build an audience in time that was as 
large as all-out-doors, but would it necessarily be the audience he wants? Jilst 
as you don't measure radio's effectiveness in time luiits, you don't measure it 
entirely in the terms of the size of the listening audience. That's only one 
test of a program. What counts is audience loyalty and response, and a pro- 
gram with a relatively small tune-in tan riui circles aroimd some of its larger 
brothers and sisters when it comes to building sales and prestige. 

But what's the use ol worrying al)()ut our friend? He'll be gone and for- 
gotten . . . his competitors will see to that. 




APRIL 1944 

VOL. 5 No. 4 

Don Paul Nathanson 

Managing Editor 
Marie Ford 

Editorial Advisory Board 


Herbert Pettey 

Ralph Atlass 


Glenn Snyder 
Philip Lasky 
Roger Clipp 
C. T. Hagman 
J. Harold Ryan 

New York 




San Francisco 





Dr. Harry Dean Wolfe 

Washington, D. C. 
Lorenzo Richards 

Ogden, Utah 
GusTAv Flexner 

J. Hudson Huffard 

Blnefield, Va. 
VLaurice M, Chait 

Peoria, III. 
Frank J. Ryan 

Kalamazoo, Mich. 
Allen C. Knowles 


Published by Showmanship Publi- 
cations, Minneapolis 2, Minn. Sub- 
scription rate: $2.50 a year, 25c a 
copy. Address editorial correspond- 
ence to 1004 Marquette, Minneapo- 
lis 2, Minn. Tel.: Ge. 9619. 

Copyright 1944 by Showmanship 
Publications, publishers of Radio 



And So to Bread 115 

Robert L. Schaus 

Good shows build both sales and 
good will for the 110 member plants 
of Quality Bakers of America, Inc., 
says the manager of the advertising 

Sweet Success . . . 
Robert Kaneen 


Gracious Lady nominations the 
basis for a merchandisable series of 
spot announcements writes the pres- 
ident of Christopher Candy Co., Los 
Angeles, Cal. 

We Cover the Newsf ront 120 

Elisha Morgan 

Rural slant establishes hardware 
store as the farmer's headquarters 
writes the president of Salter Mor- 
gan Co., Vincennes, Ind. 

All Wool-Counties Wide 
Geo. M. Olson 


Increased business pays cost of ad- 
vertising budget doubled to include 
radio writes the manager and co- 
owner of Calmenson's Clothing 
Store, Montevideo, Minn. 

APRIL, 1944 


What's the Answer? 124 

J. E. Purcell 

The Robert Simpson Co., Ltd., To- 
ronto, Ont., hangs up the S.R.O. 
sign on its teen-age radio series 
writes the account executive of the 
Harry E. Foster Advertising Agen- 

Home Folks — By Request! 
An RS Analysis 


Peterborough, Ont., vohnne nil to a 
quarter million makes Qtiaker Oats 
one of 14 champions of this partici- 
pating series. 

Strictly Personnel 128 

Oliver Elliott 

How a radio series over 100 weeks 
old builds employee morale is told 
by the director of public relations 
for Cessna Aircraft Co., Wichita, 

Airing the New 130 

Xe^v radio programs are worth read- 
ing abotit. 

Showmanship in Action 135 

Promotions and merchandising 
stunts lift a program out of the rut. 

What the Program Did for Me 139 

Businessmen exchange results and 
reactions to radio programs for their 
mutual benefit. 

Special Promotion 140 

Short radio promotions leave an 
impression the year around. 

Proof O' the Pudding 141 

Results are based on sales, mails, 
stn^eys and long rtnis. 

Johnny on the Spot 142 

News, reviews and tips on spot an- 
nouncement campaigns. 

Who produces whatr^ 
This up-to-the-minute di- 
rectory of script end 
transcribed programs for 
local sponsors is alpha- 
betical ly indexed . . . 
cross-indexed by time, 
audience appeal, and 
subject matter. 


^euCc^ S^M()4oc^ 

^Complete Listings 
• Cross-indexed 


1004 Marquette 
Minneapolis 2, Minnesota 

Gentlemen : 

Send me my free copy of the RADIO SHOWBOOK and 
enter my subscription to RADIO SHOWMANSHIP for one 
year at $2.50. Check enclosed D- Bill me later D- 

I will want D copies of the Radio Showbook at 75 cents I 
per copy. Check enclosed D- Bill me later D- 



City Stote 



nd So to Bread 


Good Shows Build Both Sales and 
Good Will for IID Member Plants 

by ROBERT L SCHAUS, ad-manager. 
Quality Bakers of America, Inc. 

HKTHER we're sponsoring a news broadcast, soap 
melodrama, a blood-and-thunder kid show, or a 
show Hke our newest hit Sam Adams; and whether it's in Kankakee or Kalamazoo, 
AVaterbury or the AVabash, we spare no effort in putting it over. The show's the 
thing with us because we believe in radio! 

Guiding the radio destinies of more than a 100 bakery plants from coast to coast 
is our job. On any given day, our combined membership can be cotinted on to 
corner a sizeable w^edge of the national constmier listening time. 

We have had experience with every conceivable type of radio program. All of 
them we have found meritoriotis. All of them present a constant challenge to our 
imagination and ingentiity to ttnn 
them into hits. ' 

Each year we also create jingle spot 
announcements for otir members. 
And these we take in oiu' stride, with 
the thought tippermost to prodtice the 
best possible spots we can. We pro- 
duce all types; straight commercials, 
dramatic commercials, variety spots 
with musical introductions and signa- 
tures, sophisticated singing announce- 
ments, and humorous sales talks. 
There is a time and place for all of 
them. We make it oiu' btisiness to 
know in what territory each type is 
most accepted. Naturally, a sophisti- 
cated type of commercial, which goes 
over w^ell in and around a large me- 
tropolis, is not as acceptable in an 
outlying territory. Our copy writing 
staff is competent and knowing, able 
to build the right kind of spot for 
where\er it may be needed, and make 
it sell bread! 

A few years back we sponsored 
what we still regard as one of the fin- 

Ma}} of many 
enthusiasms is rug- 
ged individualist 
Robert L. Schaus, 
manager of the ad- 
vertising division 
of Quality Bakers 
of A fn erica Coop., 
Inc., but he is par- 
ticularly enthusias- 
tic about the pos- 
sibilities of radio 
as a medium for 
promoting the sale 
of bread through- 
out the length and 
breadth of these United States. All 
media, radio, newspaper, posters or 
what-have-you, get the nod from 
Quality Bakers for its 110 member 
plants scattered throughout the coun- 
try. While adman Schaus functions pri- 
marily as an idea man, he doesn't scorn 
the detail work, fully understands the 
details of I'arious and sundry jobs. 

^M ^^M 

APRIL, 1944 


est kid shows ever put on the air, Speed Gibson, and we did an all-out 
merchandising job on it. Kid clubs sprang tip like dandelions all o\'er 
the country. Incidentally, we were first to put a code on the bread wrap- 
per which the youngsters had to decipher. And we fotmd we had a real 
hit on our hands with Speed! 

That's jtist a skeleton otuline of our radio experience up luitil 1943. 
Last year we began searching for something tuiique and different in a 
recorded show. Naturally, like all radio ad\'ertisers, we set our sights on 
presenting what would be the otustanding show of its kind on the air. 
We were determined to give our members a good, human interest show 
that would sell the consumer and build dealer good will too. We rea- 
soned that it w-as tip to us as good bakery 
merchandisers, to help our grocers with 
their wartime problems; in effect, hand 
out aspirin to help cure the grocers' head- 
aches. Grocers are the real salesmen of 
our products, and rationing and shortages 
of goods, not to mention shortages of 
help, have ptit them on the spot. 

Suddenly we realized that what we were 
searching for was right there, in our 
hands, like the proverbial oyster. We 
would build a show right around a typical 
grocery store! It was a nattiral! Nowhere 
else cotild we hope to find a richer, more 
colorful source of human interest mate- 

Not only that, but we knew that point 
rationing has brought the housewife 
closer than e\er to her grocery store, and 
the trials and tribulations she shares with 
her dealer are very real to her. Accord- 
ingly, we designed our Sam Adains show 
to reach out and interest the female audi- 
ence by promoting a better understand- 
ing of the grocers' problems. 

Of course, we knew we'd have the gro- 
cers' critical eye firmly fixed upon tis from 
the start, and accordingly we have con- 
stantly dotible-checked every script to 
make sure that no incidents creep in that 
might make the show seem unautlientic 
to liini. 

No effort was spared in assembling a 
good team of capable script writers. Be- 
loic scripts were written, we canvassed 
some 20. ()()() grocers throughout the coun- 
11) to find out what pioblems irked them 
most. Production of the series was en- 
trusted to Harry Jacobs, who has been 
personally responsible for some of the 
(inest scrijjt shows on the air in the past 
ten years. Our writers went out into the 
licld and talked with hundreds of gro- 



ccrs to get the feci 
c)j the business. 

We were fortu- 
nate in assembling 
one of the best 
casts ever to per- 
foiin on this type 
of show. Our stars 
include Jackie 
Kelk, the Homer 
of the Henry Aid- 
rich show, WMlliam Adams, veteran 
Shakespearean actor and president of 
the American Federation of Radio 
Artists, Carl Swenson, known to mil- 
lions as Lorenzo Jones, Beverly Bayne 
of the silent movies, Mathew Crowley, 
starring Broadway actor, and a score of 

As a further tie-up with the grocers, 
we initiated the stunt of inviting local 
grocers to make three-minute talks at 
the end of the program, every two weeks 
or so. In the talks they present various 
problems they are up against, and make 
a plea for consumer cooperation and 
understanding. As one can imagine, this 
feature met with gratifying enthusiasm. 
In one section a grocer reported that 22 
customers telephoned him within a half 
hour after the broadcast to congratulate 
him on his speech! This experience was 
duplicated wherever such talks were 
made by local giocers. In many in- 
stances, we had actual cases of grocers 
pushing sponsors' products up to first 
place on bread racks after they had been 
invited to talk on the airwaves. 

The editor of a leading grocery maga- 
zine endorsed our sho^v, and the New^ 
York State Food Merchants Ass'n., in 
its regular bulletin, had this to say: 
"For the first time, a 15-minute 
serial program has been built spe- 
cifically to help the grocer 
solve his problems, and 
teach the public to appre- 
ciate the tremendous job 
the American grocer is 
doing. * * * We feel this 
program will be mutually 
beneficial to the merchants 
and sponsoring company." 
In 13 weeks after the show 
was launched, we set in mo- 

tion the machinery to make telephone 
surveys in strategic locations throughout 
the coiuitry. We wanted proof that the 
show was as gocjcl as we believed it was! 

When the results came in, our opti- 
mism and faith were fully justified! In 
W^illiamsport, Pa., 65 per cent of the 
women qtiestioned listened to cjur show. 
Skipping to the Middle West in Du- 
bucjue, la., a telephone survey shcjwed 
411/4 per cent of all those with their 
radios on were listening to our show. 
Parkersburg, W. 
Va., gave us 47.9 
per cent. Salina, 
Ka., ran up a neat 
50 per cent. There 
was a particularly 
interesting twist to 
the Salina, Ka., sur- 
vey. For the days on 
which Sam was on 
the air, a Hooper 
type survey showed a high of 11.5 per 
cent as against only 4.9 per cent for alter- 
nate days! 

As time goes by, we are going to keep 
on checking our listener audience at 
periodic intervals. \Ve feel that this is 
only good business and a protection of 
oiu- members' in\'estments in the show. 
^\'e have ample proof that consumers 
like our show, too, and we get a satisfy- 
ing flow of postcards and letters from 
all territories. 

As is our usual procedure, we have 
merchandised the show to the limit. Our 
radio department issues a steady stream 
of bulletins to sponsors and to their radio 
stations; cue sheets for each episode, 
publicity suggestions, et al. 

And that brings me to another very 
important point. Naturally, since the 
entire raison d'entre of the show is to sell 
bread, we ha\'e gi\en as much 
care and thought to wTiting 
good commercials, as to the 
dramatic scripts themselves. 
7 he copy is subtle but hard 
hitting. It focuses the ptib- 
lic's attention on the product, 
and does a sotuid job of air 

Our Sam Adams show is 
young biu pulling! 

APRIL, 1944 




Gracious Lady NaminatiDns Basis 
for Merchandisahle Spot Series 

hy ROBERT KANEEN, president 
Christopher Candy Company 

ABOUT mid-September, three years ago, the Christopher 
I Candy Co., Los Angeles, Cal., manufacturer of boxed 
chocolates, set out to promote the sales of its product. Up 
to that time, the firm had used little or no ad\ertising, and 
Avhile the business had been moderately successful, it want- 
ed to expand its market. Radio seemed like the shortest 
distance between the two points. 

In our search for an economical method of reaching the 
greatest nimiber of people, Christopher Candy selected 
some pronu'sing participation announcements available on 
KNX. Al Inst there \vere just a lew announcements on this 
nightly 11:00 P.M. news broadcast by Bob Andersen, biu 
the schedule was gradually increased to three announce- 
ments a week. 

Chris ropiiiR Candy still uses its three announcements 
weekly, ;m(l duiing this time, radio has been the only 
nu'diiini re<'ulail\ used. Tlu- sales storv? C^HRisroPHKR 

C^ANDY has become the besi-sellini; box caiuh in Soinheni 

How has the peak sales figure ot today been reaehed? W'c 
teel that this success has been due to the fact that Cruris- 
lOPHER Candy is a quality product made localh, and l^e- 
catise it has sold cjuickly with the help ol KXX announce- 
ments, consumers get a genuinely tresh prodtict. Xatiually, 
the consumer is going to come back asking tor more ot 

One ot the most interesting residts from the use ot the 
150-word participation annoiuicements is that demand tor 
Christopher Candy has spread. New markets have been 
penetrated for post-war distribution. The firm now receives 
orders from cities and towns far removed from the area it 
had formerly served, and there is mail from remote areas 
in W^ashington, Oregon, Nevada and other states iir the 
West. One Christopher salesman wrote, telling of a famous 
old tavern in Virginia City, Nev., where many people gath- 
er each e\ening to hear this KNX news broadcast. 1 he 
tavern keeper's sales of Christopher Candy have zoomed. 

Another interesting letter came from a look-out for tlie 
U. S. Forest Service and the Aircraft \Varning Service, who 
lives in isolation a-top a mile-high mountain near Cougar, 
Wash., and to whom all supplies must be delivered by 
mule-pack. He requested that candy be sent C.O.D. 

A feature of the announcements which has proved a par- 
ticularly good mail-puller and has also given us an idea of 
the size of the audience, is the offer of a box of Christo- 
pher's Gracious Lady chocolates for the best letter describ- 
ing a real-life gracious lady. 1 his tribute to some gracious, 
kindly person by name is always the dominant part of the 
commercials, and the plugs for candy are indirect. (It might 
be added that the number of Gracious Lady nominations 
each week is large enough to make Emily Post beam with 

Recently, the Christopher Candy Co., through its ad- 
vertising agency, Hillman-Shane-Breyer, has expanded its 
radio advertising budget, despite increased demand for its 
product due to wartime conditions, with an eye to eventual 
expansion. We are more convinced than ever that this 
firm's story is as good as a moral; straight as an arrow-, it 
points out the value of even a small advertising expendi- 
ture when it is concentrated on the right medium in the 
right way. 


e Covor the News Front . . 

Rural Slant Establishes Hardwa 

V \\'lien W'AOV, Vinceniies, hid., aired 
its first broadcast in October, 1940, the 
SArrER Morgan Co., wholesale and retail 
dealers in [arm implements and hard- 
ware, was a babe in the woods as far as 
radio ad\ertising was concerned. But our 
market was the farm audience, and racho 
seemed to have immense possibilities. 
We can now say that as an advertising 
mediimi, radio has sinpassed our fond- 
est expectation. Not only do we have 
evidence for several weeks of listener re- 
sponse to a specific connnercial message; 
often we get thai response before the 
conclusion ol a l:)roadcast. 

When we decided to gi\e radio a trial, 
Saitkr Morgan picked a news program 
as its radio vehicle. Broadcast at 12:15 
P.M.. a time when the farmer is known 
to be listening to his radio, the program 
emphasizes news of special interest to the 
rural listener, and is heard Monday 
through Siiiinday. lo lound out the 
sdiedule, a suimnary of the week's news 
ill review was added for Sunday broad- 
cast ai the same time. liiroughout this 
pel iod, the news (oinmenlator lor SArtKR 
M()R(;a\ has l)een W'AOV station man- 
ager. \^i( loi i 1. I jind. 

( ioiinnci ( ial (oj)\ is juchciousiy used, 
and is limited to two sales messages a 
newscast. (Commercials are nevei lengthy. 




the most part, these commercials 
with specific items of merchandise. 

''With colder 
weather predict- 
ed, combined with 
the threatened 
coal shortage, it's 
a good idea to do 
e~i'erythi}ig possi- 
ble to conserve 
fuel this iv inter. 
One good way of 
doing it is by 
weaf Iter -proofing 
that h o in e o f 
yours . . . by re- 
placing brokoi wi)idoiv glass and 
weatlier-stripping doors and win- 
dows to keep in heat and tlie (old 
out. The Salter Morgan Co. offers 
one-si of) sen'ice for such needs as 
glass, (diking ( oin jyound, weather- 
strif)pi?io (ifid roofing ceuicnt. You 
can get all the things you need to 
prepare your home for winter 

Vic Lund 





Salter Morgan Co. 

weather at the Salter Morgan Co. in 

There is no question in our minds of 
the vahie of a consistent, directed radio 
program as a business builder, and 
through our concentration on merchan- 
dise of interest to the farm audience, we 
feel that we have established the Saiter 
Morgan Co. as the farmer's headquar- 
ters in Vincennes. One reason, of course, 
that the commercials have been success- 
ful is the fact that we avoid smart, slick 
copy, and instead, use copy written in 
the farmer's language. In this way, the 
farmer comes to think of our company 
as his friend. Example: 

"In place of the radio special for 
today, the Saiter Morgan Company 
directs these few words to its farmer 
friends . . . a few words on electric 
fence controllers. They're econom- 
ical . . . one strand does the work of 
five or six, and you save metals for 
the war effort . . . there are fewer 
posts to drive . . . there are no heavy 

APRIL, 1944 

rolls of IV ire to handle. With electric 
fence controllers you hold all of 
your live stock all of the time all 
over the farm. Look into the many 
money-saving features of electric 
fence controllers, at the Saiter Mor- 
gan Company, the farmer's lie ad- 
quarters in Vincennes." 

In presenting the Saiter Morgan Co. 
news, a somewhat different format is 
used. The opening features terse head- 
lines by commentator Lund, and is fol- 
lowed by the first commercial which a 
WAOV announcer reads. After the 
United Press news is gi\'en in detail, 
there is a brief review of the livestock 
and grain markets. The last commercial 
featiues a radio special which is not ad- 
\ertised elsewhere. The program closes 
with the weather forecast and local tem- 
perature readings. 

While Saiter Morgan has done very 
little merchandising on its radio pro- 
grams, it has offered free war maps ob- 
tainable only at the store. Se\'eral thou- 
sand copies were disposed of in each 
case in less than a week. To remind oiu' 
listeners of the Saiter Morgan sponsor- 
ship of this news broadcast, we give a 
box to the series each week in our dis- 
play advertising in the Vincennes Sun- 
Commercial. Too, the programs are list- 
ed Avith the Saiter Morgan name in the 
newspaper's radio column. 


Saiter Morgan doesn't claim to be a 
large user of radio time in terms of dol- 
lars and cents. It doesn't claim to be a 
student of the theory and practice of 
radio advertising. But it does claim to 
be a satisfied radio sponsor. A hand- 
shake is the only agreement Saiter Mor- 
gan has ever had with WAOV, and no 
written contract is necessary. Should a 
curtailment of advertising ever become 
necessary, radio will be the last medium 
Saiter Morgan will drop. 


Budget Doubled to Include Radio 
Increased Business Pays Cost of 

Familiarly known as "Lish," hard- 
ware dealer Elisha Morgan, presi- 
dent of the Saiter Morgan Co., Vin- 
eennes, Ind., is air-minded in more 
xvays than one. Until the flood 
waters of the rampaging Wabash 
River ruined his ship, "Lish," now 
in his sixties but young in heart, 
owned and flew his own plane. Noxu 
that he's grounded, his golf dubs 
get more of a xoork-out. 

One of the organizers and a past 
president of (he Vinrennes CJuniiber 
of (U)fnnir) ((', he was also a sleni- 
xvinder, former prexy of the I'in- 
cennes Rotary Club. Iwidenee of his 
interest of long standing in t/ie Ro 
tary Club: likenesses of each past 
fjresideul ado})i his offue wall. 

11 Wool 

THIS is a story of a radio station, a 
city and a clothing store. The radio 
station is KWLM, Willmar, Minn.; the 
city, Montevideo, and the clothing store 
is Calmenson's. 

The first chapter in this story dates 
back a little over three years ago, to 
October 5, 1940, to be exact. Monte- 
video sent a delegation to take part in 
KWLM's dedication, and I was one of 
the representatives. Even at that time we 
were interested in radio, and we knew 
that radio could sell men's and boys' 
clothing for Calmenson's. But we were 
afraid that it was too expensive for us. 

Since, however, when there is nothing 
ventured, there is nothing gained, Cal- 
menson's started to use occasional spot 
announcements on KWLM. At that time 
KWLM began broadcasting a remote 
talent show from one of the Montevideo 
theatres. Yes! You can bet that Calmen- 
son's was one of the sponsors. Radio had 
been expensive in comparison to Cal- 
menson's previous advertising expendi- 
tiues, btU it was showing results, and 
what is more important, it was paying 
its way. 

By this time, several other Montevideo 
merchants were using KWLM. Local in- 
terest was gi^owing, and business was 
(oniing from more distant j)oints. The 
ii])sh()i of it was that on the station's 
(nst annixersary, KWLM opened up a 
studio in Monte\ideo, 40 miles from the 
transmitter. The football season was on, 
and C^almenson's increased its advertis- 
ing budget to cover a weekly high school 
sports interview. 

Ihen, on December 7, 1941, Japan 
struck at Pearl Harbor. America entered 
the war. 'Lhe news was hot! 1 hree days 
later. Western and West CeiUral Minne- 



. Counties Wide 

by GEO. M. DLSDN, manager, Calmenson's 
Clothing Store, Montevideo, Minn. 

sota heard for the first time, "Time: 
12:00 Noon. Time for Calmenson's 
Noon News!" Every day since then, sev- 
en days a week, the sound of a factory 
whistle reminds listeners that Calmen- 
son's is about to broadcast the latest 
United Press News. 

In 1940 Calmenson's advertising cov- 
erage area was limited to three counties. 
Today, in 1944, there is a steady flow of 
business from at least 15 of the 31 coun- 
ties served by KAVLM. When measiued 
in terms of results, radio advertising 
most certainly is not expensive. 

As far as I'm concerned, there's only 
one person who's ever going to have our 
time on K\VLM! That's the President of 
the United States! And they'll have to 
ask me first! Of course that last remark 
is facetious, because the President has 
used this time on several occasions, but 
it is one way of expressing our satisfac- 
tion with radio. 

What are our plans for the future? 
There'll be post-war expansion, and you 
can bet that radio will be the first to 
announce it! 

Calmenson's success story is a case 
where an advertiser doubled the adver- 
tising budget to include radio, rather 
than reducing newspaper space or cur- 
tailing advertising with other media. In- 
creased business volume paid the addi- 
tional costs. 

And what about the city of Monte- 
video itself? The civic leaders and busi- 
nessmen who requested KWTM's presi- 
dent-manager H. W. Linder to establish 
remote studios in the community had 
the right idea. There are now 16 Mon- 
tevideo business instittitions with heavy, 
consistent radio schedules. Through the 
alertness of its business people and civic 
organizations, a progressive city has in- 
creased its trade area to amazing propor- 
tions by means of radio. 

• A clean, well- 
lighted place is 
Montevideo, Minn. 
Display windows and 
store interior are de- 
signed to catch the 
masculine eye. 

APRIL, 1944 

• (Left) . . . 
Music, fun and 
brain-teasers pack 
a full house of 
teen-agers and old- 
sters for the ROB- 
CO., LTD. Satur- 
day morning show 
originates at the 
store itself. 



hat's the ounswer? 

Robert Simpson Co., Ltd. Hangs 
Up S. R. D. on Teen Age Series 

by J. E. PURCELL of the Harry 
E. Foster Agencies, Toronto, Dnt. 

r-^^^x/ -^ visible audience ot 1,500 or more, mostly 
\ ^^ young people of high school age, plus one of the 
^0y ^^ ijiggest daytime listening audiences in Canada; 
V that's the combination of quiz, music and mer- 
riment broadcast every Satiuday morning oxer CFRB, To- 
ronto. Its title: IVliat's the Aiiszocr. 

Sponsored by the Rohkrt Simpson Co., Ltd., it orginates 
from this department store's htige Arcadian Court restau- 
raiu and auditoriiuii. Very frequently store elevators have 
to be stopped from rinniing to the iq^per floor on which 
Arcadian Court is situated, because of lack of seating or 
standing accommodation. 

1 he Robert Simpson Co. is definitely sold on What's the 
Answer as a promotional feature and as a means of creating 
good will toward the store. "Nothing we've ever tried in 
the past can conq:)are with it," an official of the company 
stated recently, "as a method of bringing home to the 
younger generation the fact that our store is a place they 



• (Right) . . . 
Harry (Red) Fos- 
ter, doubles in 
brass. Created for 
LTD., What's the 
Answer is a 
brain-child. Its 
emcee: Harry Fos- 

can thoroughly enjoy visiting, and enjoy 
shopping in as well." And he went on 
to say that the value of the program is 
by no means confined to those of high 
school age; a vast number of parents 
and grown-up friends listen to the 
broadcasts, and many come to Arcadian 
Court to see the fun. 

What's the Answer, in its current form, 
as the outgrowth and development of an 
earlier program. It was started as a 
Simon pure quiz program for high 
school students, with questions being 
answered by teams of students selected 
from different secondary schools of To- 
ronto and vicinity. Though these pro- 
grams were highly successful it was de- 
cided, after much consideration, that 
they were somewhat limited in scope; 
interest in them was confined pretty 
much to friends and relatives of the act- 
ual contestants. 

"We realized, too," the Simpson of- 
ficial stated, "that while quiz programs 
have a great appeal, the immense popu- 
larity of music of the swing type, espe- 
cially with this particular age group, was 
something that should be considered if 
What's the Answer was to reach the 
widest possible audience in the field at 
which we were aiming." 

It was decided to vary the programs 
somewhat by bringing to Arcadian 

Court each Saturday a different popular 
dance orchestra. Also the nature of the 
quiz was changed so that anybody in 
the audience might be called on to an- 
swer a question, instead of only especial- 
ly selected groups of students. So, in its 
new form, What's the Answer started in 
the Fall of 1942. Results far exceed the 
most optimistic expectations. 

Harry (Red) Foster, of the Harry E. 
Foster Agencies, originators and pro- 
ducers of the programs from the begin- 
ning, acts as master of ceremonies on 
What's the Answer, and he has many 
things to tell of his experiences: 

"In the past 15 years, I've had a pretty 
wide experience with radio, and with 
visible audiences, but I have never 
seen anything like the crowds we have 
at What's the Answer. Their enthusiasm 
is really something worth going a long 
way to see; it's a simply wonderful ex- 
perience to stand in front of that Arcad- 
ian Court audience, and watch those 
young people (and the older ones, too) 
enjoy the music, or to watch the grins 
and hear the yells when somebody trips 
over a question to which a lot of them 
know the proper answer." 

What's the answer for the successful 
use of radio by department stores? Pro- 
grams, of course! Programs for a specific 
audience have what it takes to make sales. 

APRIL, 1 944 



PeterhorDugh Volume Nil to 
Quarter Mil Makes Quaker 
Dats Due of 14 Champions 
of the CHEX Daily Series 

liJIiome Folks ... by Request: 


THE onlv spectacular thing about the 
Home Folks Hour airecrdaily 12:00 
noon to 1:.^0 P.M. over CHEX, Peter- 
borough, Ont., is its proof-of-interest 
mail response and advertising restilts 
won without a contest, give-away or spe- 
cial inducement of any kind. Home 
Folks mail ran from 686 letters in its 
first month to 1,489 in its sixth, and it 
is still climbing rapidly. There's no se- 
cret ingredient. It's a happy blending of 
interesting radio fare served by the right 
man at the right time. 

It was Karl Monk who concei\cd the 
idea of a continuotis show 
throughout the noon hoius. 
J he formula seems to please 
city and farm dweller alike; 
local mail is evenly divided 
l)etween town and country. 
There is also a good response 
from other sections of Onlaiio 
as well as from the Northern 
United States. For example, 
people l;ir from home use the 
jjrogram to kindle memories 
in lann'K imd Iricnds in the 
Peterl:)orough distiid. Local 
boys training in distant (amps 
often use it to eiuertain friends 
with a greeting and nuisicai se- 
ledion. A icsidcnl ol the 

Bronx, New \ork, asked to be remem- 
bered to relatives in Lindsay. Ont. One 
fighting man wrote from Kiska, in the 
Aleutians, requesting a melody for his 
wife and family at Frankford, 60 miles 
from Peterborough. 

® Home Folks all! Emcee Karl Monk 
(left); newscaster Don Insley; station 
manager Hal Cooke, and farm commen- 
tator Ken Campbell give Home Folks a 
tuneful earful in the CHEX, Peterbor- 
ough, Ont., feature. 



What goes into Home Folks Hoini' 
First of all the personality and de\otion 
of its creator, producer and emcee. The 
interest, understanding and downright 
homeliness he piUs into interpreting his 
friends' recjuesls raises it far above the 
run-of-the-mill, straining- for- mail, re- 
quest program. 

The format is simple and is e\}jlained 
in the forthright introduction: 

"W elcomc to the Home 
Folks Hour. W'rhotne to 
music and song i)i fa?niliar 
and old time mood. Here is 
the music you Jiave request- 
ed us to play. An Jiour and 
a half of entertainment J zvith 
the Colgate Neivscast at 
12:30; the Quaker Oats farm 
news at 12:40; and the (otn- 
edy capers of Eb and Zeb at 
1:15. Something for everyone 
comes your way each week 
day at this time. Whether 
farm or city folk, come and 
have fun on the Home Folks 

Request numbers run from The Old 
Rugged Cross and Beethoven's Fifth 
Symphony to Don't Sit Under the Apple 
Tree and Turkey in the Straw. Each 
one of the more than 6,000 -letters re- 
ceived is acknowledged on the air, and 
so far none has contained a word. of dis- 
pleasure. CHEX production manager 
Don Insley reads the world news and 
Ken Campbell acts as farm commen- 
tator. Eb 'n' Zeb a 10-minute tran- 
scribed series of the Lum 'n' Abner type 
rounds out the show. 

It is one thing to handle mail, biu 
another to meet your listeners face to 
face. AVhen Karl and the boys did the 
Home Folks by remote from the Lindsay 
Central Exhibition last fall, over 5,006 
crammed into the automotive building 
to see the broadcast. 

How is all this paying oft for the ad- 
vertiser, or we should say the advertisers, 
as it is actually a participating show pro- 
viding a vehicle for all types of commer- 
cials? National spots currently carried 
are for tea, tobacco, pianos, lanterns and 
banks. Local advertisers include a ne^vs- 

paper, hairdresser, jewellei\ opiomelrisi. 
chiropodist and a men's wear shop. 
CoLGATK sponsors the world news imd 
the Qi'AKKR ()Ars C^o. the farm news. 

Here is what Qiakkr Oais ad-man- 
ager John Stuart [r., says: "I I eel 
stiongly that the CTIEX j:)rogram has 
done a great deal toward familiarizing 
the farmer in this district with the facil- 
ities w'ii offer, and in that wav has been 

instrumental in increasing our business 
from practically nothing to a volume 
which now is over a qtiarter of a million 

The fame of Home Folks is spreading. 
Rettnning to Toronto from one of the 
company's Northern stations, general 
manager Jack Cooke struck up a smok- 
ing-room conversation with a lad in 
uniform. On learning that Jack was in 
radio, his companion asked, "Have you 
a progiam on your station like that 
Home Folks Hour at Peterborough? \Ve 
ne\er miss it at camp." Yet the boys at 
CHEX, would be the last to call it a 
brilliant production. It has, though, two 
essential proofs of success. The listeners 
seem to like it; 6,633 of them like it ^sell 
enough to write in and say so. Secondly, 
the sponsors appear well satisfied; 14 of 
them are on the Home Folks regularly. 

Here, then, is additional evidence that 
the advertiser does not need an elabor- 
ate, costly program to establish liimself 
with the listening pid^lic. Radio can rep- 
resent a sponsor in the way that counts, 
namelv sales, without beneht of fan-fare. 

APRIL, 1944 


More than IDO Weeks Old Radio 
Series Builds Employee Morale 




by OLIVER ELLIDTT, Director of 
Cessna's Employee Relations 

MAW months ago, the Cessna Air- 
craft Company, Wichita, Ka., 
one of the nation's most important air- 
craft builders, decided that radio could 
play an important part in the field of 
employee relations. 

Now, after more than 100 consecutive 
weeks on KFH, Cessna's program, Strict- 
ly Personnel, is a vital part of the sched- 
ule of spare time activities for Cessna 
employees and their families. 

Strictly Personnel is just what the 
name implies; a program built entirely 
from talent available in this large war 
plant. It started on KFH as a novelty 
show, designed to display the talents and 
personalities of the folks who work for 
Cessna, and it was an unique combina- 
tion oi Major Bowes, We, the People, 
and Hobby Lobby. During the first 
series of broadcasts, individual artists 
were featured and interviewed, and each 

program carried a novelty stunt such as 
Typewriter Rhythm, beat out on four 
typewriters by Cessna secretaries to the 
tune of a military march, or Rivet 
RJiythm created by four lady riveters 
with power rivet guns. A farmer who 
w^orks for Cessna milked his cow right 
on the KFH stage, and created rhythmic 
trills in a tin bucket to the tune of The 
Glozu Worm. Circus and carnival men 
added color to the program. 

By the end of the first year. Strictly 
Personnel had earned stories in 55 
Associated Press newspapers, and in 
many leading magazines. In spite of the 
fact that the script carries no commer- 
cial appeal and Cessna products are 
never mentioned, the program was se- 
lected by Forbes Magazine as one of 
the 100 best advertising ideas of 1942. 
Strictly Personnel was the only radio 
program included! 

• (Left) ... Top f 

musicians under the b 
of Maurice Martin iJce 
music by night, airplics 
by day. Each gets in a u' 
day every day at the C »S 
NA plant. 

• (Right) . . . Music to 
listen to over KFH is music 
to dance by for CESSNA 
employees and their fam- 
ilies. During the summer 
months the show is broad- 
cast from the York Rite 
Temple roof garden ten 
floors above the street. 



In the meantime, Cessna was expand- 
ing projects tor employee morale. Down- 
town club rooms which included bowl- 
ing alleys, lounge rooms, snack bar, gym- 
nasium and spacious ballroom facilities 
were acquired. W^hen personnel cards 
revealed men from such musical organ- 
izations as Don Bestor, Rudy Vallee, 
Ted Lewis, Art Kassel, Tommy Dorsey, 
Raymond Scott, and the Ringling Bros. 
Circus Band, and a piano player who 
formerly was musical arranger for the 
Jack Benny show% a Cessna band was 
organized. The band became a featiue 
of the radio program. 

Throughout the summer months, the 
KFH program moves to the roof garden 
of the York Rite Temple Building in 
downtown Wichita, ten stories above the 
street. Here the program is presented as 
a half-hotir during an evening of danc- 
ing under the stars. 

• CESSNA'S director of employee re- 
lations Oliver Elliott makes plans for 
future programs with KFH account 
executive Frank Mathews. 

With the exception of KFH program 
director Vernon E. Reed, who assists in 
the production, and KFH chief an- 
nouncer Dave Wilson, who writes the 
scripts and emcees the shows, the cast of 
Strictly Personnel is composed entirely 
of Cessna employees. Each of the cur- 
rent Sunday broadcasts is a part of 
Family Night at the Cessna Employees 
Club, where Cessna folks and their fam- 
ilies dance to the music of the all-em- 
ployee orchestra and enjoy their own 
radio show. 

COMMENT: For more information on 
this feature, see RS, Nov., 1942, p. 374. 

APRIL, 1944 



New radio programs worth reading 
about. No result figures as yet. 


MUSIC A LA MOOD \\' hen the gourmet 
liolds his wine glass to the light, ap- 
praises its bead with a practised eye, one 
ot his criteria is that the fruit of Bacchus 
be full bodied. Like the lover of good 
wine, the devotee of Orpheus wants his 
music rich in flavor, full bodied. When 
the PiRRONE Wineries, Inc., signed its 
first radio contract, it put two and two 
together, came up with Music a la 
Mood. For 52 weeks, AVPAT listeners 
will get aisle scats in a daily concert per- 
formance of classical music. 

Vintage music for '-50 minutes is un- 
broken by a commercial message, and 
PiRRoxE uses only short opening and 
closing commercial copy. Opening com- 
mercial is built along dramatic lines, 
centers around a pair of newly weds' who 
li\e near the Pirrone vineyards in Sa- 
lida, Cal., where Cupid first had his 
innings. While the copy is varied daily, 
each commercial is built on the same 
theme. Brief closing commercial rounds 
out Musk a la Mood, heard six times 
weekly as a half-hoiu' program, and on 
Sunday lor a full hour. 

AIR FAX: All music is by transc:iplion. Series heard 
first as a sustainei- will celebrate it; third birthday May. 

First Broadcast: January 3, 1944. 

Broadcast Schedule: Monday through Saturday, 1:00- 

1:30 P.M.; Sunday, 1:00-2:00 P.M. 

Preceded By: Songs of the Islands. 

roUcwed By: Latin Rhythms. 

Sponsor: Pirrone Wineries, Inc. 

Slalion: WPAT, Paterson, N. J. 

Power: 1,000 watts. 

Polntlatiou: 1 J9.656. 

COMMENT: AVhen direct sales gave way 
to the institutional approach, advertisers 
generally found that there was a place 
in the sun for prestige programs to 
which they had previously been inclined 
to gi\e the cold shoulder. It's a lesson 
that will be carried over into the era 
which marks the retiun of direct selling. 
New methods will be a blend of both 
the educational and the selling tech- 


Grim Reaper obliterates shape and 
form, he is without influence o\er mem- 
ories. What the Forest Lawn Memorial 
Park Ass'n. offers KECA listeners, Los 
Angeles, Cal., are Memories in Melody. 
A recorded musical program with a run- 
ning dialogue of live actors, Memories 
in Melody features Millie and Jonathan 
Whitaker. Patter in the reminiscent vein 

leads into song favorites of yesteryears. 
Quarter-hour feature is hearcl five times 

air FAX: First Broadcast: January 17, 1944. 

Broadcast Schedule: Monday through Friday, 12:45- 

1:00 P.M. 

Preceded By: Stars for Victory. 

Followed By: News Summary. 

Sponsor: Forest Lawn Memorial Park Ais'n. 

Station: KECA, Los Angeles. Cal. 

Power: 5,000 watts. 

Population: 1,497,074. 

Agency: Dan B. Miner Co. 

COMMENT: Because a (onsislenl radio 
schedide is almost synonymous with suc- 
cess, (he achertiser who selects a pro- 
gram that (an continue with the same 
formal oxer a period of time is money 
lo I he good. Even though its format be 
simple, such a program continues to pick 
up an ever increasing nmnber of listen- 




. Department Stores^ 


When milady puts down the latest issue 
of her favorite magazine, there's a long 
dry spell until the next issue rolls off 
the press. In Rochester, N. Y., she is kept 
in suspense for a mere matter of 24 
hoins. Monday through Friday the Mc:- 
CuRDv's OF RocHESTP.R siguatiue appears 
at the top of the masthead on this 
W'HEC radio magazine of 
the air feature. 

Winner of a 1942 Pea- 
body award, William J. 
Adams, steps out of his role 
i as \VHEC program director 
to wield the blue pencil, 
edit McCiirdy's Journal of 
the Air. Byline announcers 
Tom McKee and Roger 
Goodrich handle both program material 
and commercials. 

\\4iat listeners get is a combination of 
news, features, and human interest. A 
salute to a Rochesterian doing an out- 
standing job in either war industry or 
community service is a daily feature of 
the show, keeps the editor's mail pouch 
filled to over-flowing. A feature story on 
one of the heroes in today's global war 
gets preferred space. Final feature is 
slanted at feminine listeners; Women in 
Today's World tells of unusual wartime 
activities on the distaff side, scans the 
occupational and a\ocational horizons 
war has opened up for women. Each 
feature of the radio magazine of the air 
is separated into a column of its own. 

To supplement this feature, reach the 
mass audience served by department 
stores, McCurdy's also plays sand-man 
to Rochester moppets twice weekly. 
Youthfid listeners stand-by Tuesdays 
and Thiu'sdays for Streamlined Fairy 
Tales, a cjuarter-hour transcribed fea- 

Total schedule for McCurdy's in- 
cludes seven quarter-hours weekly on 
WHEC in addition to a musical pro- 
gram on another of the Rochester out- 

AIR FAX: First Broadcast: February 2, 1944. 

Broadcast Schedule: Monday through Friday, 4:45- 
5:00 P.M.; T-Th, 5:15-5:30 P.M. 
Sponsor: McCurdy's of Rochester. 
Station: WHEC, Rochester, N. Y. 

APRIL. 1944 

Power: 1,000 watts (d). 
Population: 4 57,027. 

COMMIiNT: (»ood programs have wliat 
it lakes lo make a big splash in radio. 
Without that, the (ommercial message 
falls on a dead microphone. Here is one 
designed for the mass audience that will 
continue to build audiences for itseli, 
customers for its sponsor. Too, it's addi- 
tional evidence that department store 
executives have put the old 
music-and-merchandise duo 
into the ash can. 


While dust may gather on 
the scores of scores of melo- 
dies, it's a safe bet that the 
memories of those melodies remain to 
haunt the vocal chords of those who 
learned the tunes when they were the 
song hits of the day. In Providence, R. 
I., the Memory Song Man shakes the 
moth-balls out of old songs America has 
sinig during the past 50 years. Thrice 
weekly feature is heard over WEAN for 
the Morris Plan Company of Rhode 
Island. Progiam numbers are made up 
entirely of listener requests. 

Regular radio page newspaper ads re- 
mind oldsters with a nostalgic yen for 
Margie, The Baggage Coach Ahead, 
other songs of that ilk to tune-in the 
five-minute feature. To its regular mail- 
ing list, the Morris Plan Co. also sends 
a special return card with space for 
Memory Song Man request numbers. 

What goes into the five-minute pro- 
gram in addition to the two or three 
songs: a brief center commercial. At least 
once a week the Morris Plan Co. for- 
feits its commercial time, and commer- 
cial copy gives way to War Bonds, other 
copy in connection with the war effort. 

air FAX: Memory Song Man is none other than 
WEAN station supervisor, Joe Lopez, whose hobby 
of collecting old songs is of long standing. Listener 
requests are filled from his private library of nearly 
2,000 numbers. Program opens and closes with a 
brief piano theme. Apt selection: Memories. 
First Broadcast: January 3, 1944. 
Broadcast Schedule: M-W-F, 6:25-6:30 P.M. 
Preceded By: Shell Digest. 
Followed By: Worlds Front Page. 
Sponsor: Morris Plan Co. of Rhode Island. 
Station: WEAN, Providence, R. I. 


Power: 5,000 watts. 
Population: 253,504. 

COMMENT: Main problem for banks, 
other financial institutions, is to build 
and maintain public confidence. Here is 
evidence that a prestige program with 
wide appeal can be inexpensively pro- 
duced. All to the good are coordinated 
advertising activities which relate the 
radio offering to other media. 



Housewives who want to keep in tune 
with the times tune 
in the 9:00 A.M. 
news over WKNE, 
Keene, N. H. So that 
the distaff side may 
have the events of the 

day at the tip of her 
tongue, relish each 
tidbit as she goes 
about her daily 
duties, the I. G. A. 
.Stores presents a daily pot pourri of 
this-and-that on the quarter-hour fea- 


Latest reports from United Press cor- 
respondents on world battle-fronts lead 
the procession. Home front news in- 
cludes . recent governmental decisions, 
tips on best food buys, conservation 
suggestions, other information usefid to 
wartime housekeeping. 

Not forgotten, very much in the spot- 
light each day is an American Hero, 
whose exploits on the battlefield are 
above and beyond the line of duty. Ra- 
tion news roimds out the quarter-hour, 
and listeners are kept informed on all 
point-value increases or rechu lions, ex- 
piration dates, et al. 

While the I. G. A. Stores in the 1 win 
States Region, covering a radius of 65 
miles, have cooperatively sponsored this 
series since March, 194'^, I. G. A. is not 
new to radio, has used WKNE since 

AIR FAX: Newscaster Bob Peebles and femme speiler 
Ruth RedinKton pass out the low-down. 
First Broadcast: March, 194}. 

Broadcast Schedule: Monday through Saturday, 9:00- 
9:15 A.M. 

Preceded By: Music. 

Followed By: American School of the Air. 

Sponsor: I. G. A. Stores. 

Station: WKNE, Keene, N. H. 

Power: 5,000 watts. 

Population: 13,832. 

COMMENT: While advertisers ha\'e had 
amazing results from the straight morn- 
ing homemakers program, surveys indi- 
cate that for the most part these pro- 
grams have a small but loyal listening 
audience. With a program of the kind 
here, the advertiser broadens the listen- 
ing base, and to that extent, intensifies 
the effect of the commercial message. 

Home Furnishings 

& Wright, Jamestown, N. Y., fiuTiiture 
store, signed its first radio contract, it 
made news wath news. A non-user of 
radio time w^hose advertising eggs had 
previously been all in the newspaper 
basket, Field & Wright put its John 
Henry to a WJTN newscast featuring 
Roy Porter. All was well until the net- 
work commentator became unavailable 
for local sponsorship. What filled the 
bill for Field & Wright, kept it in the 
fold, was Headlines on Parade. 

Straight news with variations is the 
theme Field Sc AVright plays in its 
second public appearance via radio. 
Format: preliminary headline followed 
by comment. A human interest story 
spices up the straight news. To direct 
the news to its ultimate destination, i.e., 
to Your Home and Mine, a five-minute 
feature heard thrice weekly highlights 
news of interest to homemakers. Sugges- 
tions on how to beautify the home, war- 
time restrictions not to the contrary, are 
piescnted by Furniture Index associate 
echior Agnes Ahlstrom. 

air FAX: Format was mapped out by WJTN 
director AI Spoken and sales representative Irving 

First Broadcast: December, 1943. 

Broadcast Schedule: Monday through Saturday, 
10:15-10:30 A.M. 
Preceded By: Sweet River. 

Followed By: Virginia Roberts; Nancy of Nelsons. 
Sponsor: Field 3C Wright. 
Station: WJTN, Jamestown, N. Y. 
Power: 250 watts. 
Population: 45,000. 



COMMENT: While it is difficult for 
small stations to compete in a radio [)ro- 
duction with network connnentators 
whose emphasis is almost entirely on 
national news, local shows tailored to 
meet the needs of local sponsors can 
more accurately gauge the interests ol 
local audiences. 

Department Stares 

FRIENDLY FREDDIE Ihere's nothing 
high hat about Friendly Freddie in spite 
of triple sponsorship by retailers in and 
around Holyoke, Mass. Since 1941 this 
WHYN character has been the house- 
wife's darling, and while canned music 
is the glue which binds the J400 Chib 
together, the homey sayings and philos- 
ophy of Friendly Freddie are strictly 
fresh, home grown produce. 

A week-day, 60-minute feature, the 
program is based on recordings, and 
news, with Friendly Freddie to cap it off 
in grand fashion for the People's Store. 
Program is sponsored in quarter-hour 
segments, with Sears, Roebuck & Co. 
another of the advertisers who doffs its 
beaver to the power of homely philos- 

AIR FAX: First Broadcast: 1941. 

Broadcast Schedule: Monday tlirougli Saturday, 

10:15-11:15 A.M. 

Followed By: News. 

Sponsor: People's Store; Sears, Roebuclc dc Co.; 

Landau's, Easthampton and Westfield. 

Station: WHYN, Holyolce, Mass. 

Power: 250 watts. 

Population: 53,750. 

COMMENT: While there's an exception 
that proves almost any rule, almost with- 
out exception those advertisers who have 
been most successful with radio have 
taken full and complete advantage of 
the personalized elements available only 
with this one medium. Persistent and 
continuous results from programs of the 
kind here indicate just how effective 
personalized selling really is. 

Meat Packers 

FOOD AND FILMS A one-woman show 
strictly for women was the problem 
given KSD, St. Louis, Mo., by the Amer- 

ican Packinc Co. Its purpose: to sell the 
Sunrise i)rand-name. How to spice uj^ a 
(juai ter-hour for and about food was t lu- 
st u mp-t he-experts (hallenge. What 
brought Sunrise to the attention of KSD 
listeners in a l)urst of glory was a nnx- 
ture of theatre news, menu suggestions 
and the latest reports on rationing. 

As her answer to a telephone (|uestion. 
"Anything new in toivn?" emcee Pegg\ 
Cave first reports on the latest down- 
town picture. After a brief transcription 
come summaries of neighborhood shows, 
followed by theme and the commercial 
spot. A musical interlude ushers in ra- 
tioning reports and food talk. 

air FAX: First Broadcast: December 20, 1943. 

Broadcast Schedule: Monday througli Friday, 8:45- 

9:00 A.M. 

Preceded By: News. 

Followed By: NBC Story Teller. 

Sponsor: American Packing Co. 

Station: KSD, St. Louis, Mo. 

Power: 5,000 watts (d). 

Population: 1,557,479. 

Agency: Anfenger Adv. Agcy., Inc. 

COMMENT: Talk strictly about food 
doesn't take the liousewife-listener far 
enough away from her kitchen, especial- 
ly when she's in it. A program which 
first gives her an escape from daily rou- 
tine builds up interest, creates enthusi- 
asm for what's cooking on the commer- 
cial front. 


amateur show is part and parcel of radio 
history, a new page is being written in 
Dayton, O., over WHIO. Featured each 
week on the Sunday quarter-hour is 
Negro talent and weekly auditions are 
open to all and sundry. 

Purpose of the series sponsored by the 
Negro newspaper, The Daily Bulletin: 
to encourage and foster the development 
of Negro talent, and to furtlier the Ne- 
gro contribution to the war effort. 
Through the pages of the Bulletin a 
heavy barrage of publicity is carried on. 

air FAX: Backbone and mainstay of the program is 
musical talent from the Wither Force College. 
First Broadcast: November 21, 1943. 
Broadcast Schedule: Sunday, 10:30-10:45 A.M. 
Preceded By: Blue Jacket Choir. 
Followed By: Civilian Defense. 

APRIL, 1944 


sponsor: The Daily Bulletin. 
Station: WHIO, Dayton, O. 
Power: 5,000 watts. 
Population: 338,688. 

COMMENT: 1 hat Avhich contiibiitcs to 
the proper understanding ol minority 
grotips is in itself a wartime contribu- 
tion and a public ser\ice. 


BEYOND TOMORROW ^Vhile the man 
in need ot spectacles may not be able to 
see beyond the end of his nose, the Pro- 
gressive Optical Co., Riverside, Cal., 
helps him see Beyond Tomorrow in a 
weekly quarter-hour series heard o\'er 
KPRO, and most of the Blue Network 
stations in California. 

Possibilities of the future based on the 
facts of today add up to Beyond Tomor- 
row. Each ^veek listeners get a pre-view 
of the shape of things to come, are gi\'en 
a foreshadowing of a new, industrial 
West. On each program an outstanding 
California industry is saluted, gets the 
once-over for its present accomplish- 
ments, a pat on the back for peacetime 
de\'elopments that will follow tomor- 
row's victory. Man-of-vision Fred Ham- 
mond is commentator on the feature. 

Radio gets most of Progressive Opti- 
cal's advertising budget, has permitted 
Progressive to cut its advertising ap- 
propriation each year in proportion to 
sales. Commercials avoid the negative 
approach, stress good vision rather than 
poor eyesight. 

air FAX: Broadcast Schedule: Saturday, 5:00-5:15 

Sponsor: Progressive Optical Co. 
Station: KPRO, Riverside, Cal., others. 
Power: 1,000 watts. 
Population: 41,292. 

COMMENT: While ballyhoo about the 
future probably does more harm tlian 
good, an analytical approach without 
benefit ol (lajj-trap makes for good lis- 
tening. Sudi a ])rogrnm is one way of 
l)cginning ])osi-\vai planning today. 
(For a detailed story on the radio acti\- 
ities of this advertiser, see RS, Feb., 1^)-I2, 


SNAPSHOT ENSEMBLE \\ hen it comes 
to good will ad\ertising in Atlanta, Ga., 
the Lyle & Gaston Snapshot Service 
puts plenty of snap into its radio offer- 
ing. With four of Atlanta's best known 
mtisicians, Lyle &: Gaston focuses the 
camera on Atlanta drug stores in which 
it maintains pick-up stations. Although 
the WAGA qtiarter-hoiu' of mtisic heard 
twice weekly at 11:00 A.M. is blue rib- 
bon entertainment for listeners, the pro- 
gram is designed to call the public's at- 
tention to the services and merchandise 
at neighborhood drtig stores. 

AVhile Lyle k Gaston changed its 
radio offering from news to music, not 
lost in the shuffle was its main purpose 
in advertising, namely, to create dealer 
good will. Programs are used largely as 
a saltue to drtiggists, highlight the im- 
portance of the druggist to a nation at 

The Lyle and Gaston program alter- 
nates with Your Druggist Entertains, a 
featinx heard at the same time on Mon- 
day, Wednesday and Friday, using the 
same talent arranged by the Georgia 
Pharmaceutical Ass'n. and presented 
as a portion of the station's drug trade 

air FAX: Sponsor mixes an electric guitar, a vocalist, 
drums and the piano-solovox. 
First Broadcast: January, 1944. 
Broadcast Schedule: T-Th, 11:00-11:15 A.M. 
Preceded By: Living Can Be Fun. 
Followed By: News. 

Sponsor: Lyle Qc Gaston Snapshot Service. 
Station: WAGA. Atlanta, Ga. 
Power: 5,000 watts. 
Population: 1,3 3 3,200. 

COMMENT; No trick of the dark room 
is this composite picture of good will. 
Advertisers who expose listeners to radio 
ofierings of this kind find that such im- 
prints get prominent space in the deal- 
er's memorv album. 




Promotions and merchandising stunts that 
will lift a program out of the ordinary. 


production records bear telling evidence 
to the fact that for one American man- 
ufactiner engaged in all-out war effort 
there is a strong war slogan that keeps 
production lines moving, namely, Victory 
is Our Business. That this production 
for victory is achieved through wartime 
teamwork of flesh and blood people is a 
logical corollary. 

To give credit where credit is due, the 
General Motors Corp. has broadcast 
Victory is Our Business over 25 stations 
by means of transcription for nearly 
two long years. It's the GM folks' radio 
program of true stories of wartime team- 
work on both the battlefronts and the 
production fronts. 

AVhat gives the 12-minute program 
its dash of local color: each broadcast 
winds up with a three-minute local 
transcribed fill. In Saginaw, Mich., 
each of the WSAM broadcasts features 
an interview with an em- 
ployee from one of the 
local GM plants, with a 
W'SAM announcer as in- 

Each interview brings 
out red letter employee ac- 
complishments, touches 
upon length of service as 
a GM employee, special 
achievements in line with 
job and war efl:ort, other 
such morale building de- 
tails. Proud indeed were 
the GM folks in Saginaw 

Avhen a Victory is Our Business broad- 
cast related the story of Joluiny \auer, 
song writing army private, whose dad 
now produces anti-Axis guns at the Ma- 
chine Giui Plant ol the Saginaw Stker- 
i\(; Gear Division of General Motors. 
1 1 lcx)k a war and a Pacific crossing lo 
Australia for Johnny to achieve a song 
hit, but when Johnny comes marching 
home he will have a song hit record be- 
hind him that already includes The 
Aussies (ind the Yanks are Here, Say a 
Prayer, and Fuzzy Wuzzy Angels. The 
local transcribed interview at the close 
of the program brought Johnny's father 
to the microphone. 

air FAX: Ace war correspondent Quentin Reynolds 
is program narrator. Lowell Thomas originally wove 
the thieads together. 

Broadcast Schedule: Sunday, 10:45-11:00 A.M.; 
Thursday, 6:15-6:30 P.M. 
Sponsor: General Motors Corp. 
Station: WSAM, Saginaw, Mich. 
Power: 250 watts. 
Population: 90,150. 

COMMENT: Public opinion polls indi- 
cate that business per se is higher in 
public esteem than it has been in many 
years. Not happenstance, but rather the 
result of intelligent public relations is 
this change of heart. Radio has played 
no small part. ProgTam here gives the 
sponsor a chance to build public and 
employee relations at one and the same 
time. Especially effective is the local 
angle on this transcribed feature. 

Builders' Supplies 

LET'S HAVE A LAUGH Every salesman 
knows that it's harder for a prospect to 
say "no" if the person is in 
a good mc:)od. In Memphis, 
Tenn., the Airline Insu- 
lating Co. gathers such 
prospects around the 
WMPS kilocyle five times 
a week, puts everyone in a 
responsive mood with Let's 
Have a Laugh. 

To separate the sheep 
from the goats. Airline 
Insulating offers a govern- 
ment booklet on home in- 
stdation. AVhat gives Air- 
line Insulating salesman 

APRIL, 1944 


more than a toe-hold in the door are 
listener requests for the booklet. In the 
personal call follow-up to requests, Air- 
line Insulating gets in its best sales 

air FAX: Quarter-hour five times weekly feature is a 
mixture of new and old music, tied together with 
chuckles in the news. Announcer Bob Neal serves up 
the chuckles at 9:15 across the board. 
First Broadcast: December 13, 1943. 
Broadcast Schedule: Monday through Friday, 9:15- 
9:30 A.M. 

Preceded By: Sweet River. 
Followed By: News. 
Sponsor: Airline Insulating Co. 
Station: WMPS, Memphis, Tenn. 
Power: 1,000 watts (d). 
Population: 292,492. 

COMMENT: While radio programs are 
good sales bait, advertisers who set the 
hook with mail pulling devices find that 
it's easy to land prospects with personal 
follow-up calls. Too, series here will un- 
doubtedly create a product demand 
among those who had not formerly been 
in the market, will thus build for future 

Department Stores 

RoiBLCK & Co. set oiu to give KIRO 
listeners in and around Seattle, Wash., 
Variety in the Nexvs, it also gave listen- 
ers a chance to put their fingers in the 
program pic. While the five times week- 
ly quarter-hour series is primarily put 
together with human aspects of the 
news, each listener gets a chance to put 
in his oar. Each may send in a sugges- 
tion on the dramali/ation of some hu- 
man interest story of particular interest 
to Pacific Northwest listeners. If the sug- 
gestion is accepted, that story drama- 
tized, the listener receives a five dollar 
merchandise coupon ])ook from Skars, 
RoKBUCK k Co. Dramatizations arc held 
to about three minutes by the clock, arc 
presented not on a set schedule biu are 
spotted through the week. 

AIR FAX: How news affects the listener, his home and 
family is the main drive behind the Monday through 
Friday feature. Newscaster of the human interest tid- 
bits is Bob Spence. 
First Broadcast: October 20, 1943. 

Broadcast Schedule: Monday through Friday, 3:30- 
3:45 P.M. 

Preceded By: Varied. 
Followed By: News. 

Sponsor: Sears, Roebucic & Co. 
Station: KIRO, Seattle, Wash. 

COMMENT: W^ar or peace, human in- 
terest stories with a local flavor rate high 
with the listening audience. All to the 
good is the incentive here for listener 
participation. There's no doubt about 
the public's interest in news, but world 
aftairs aren't the only news to which 
listeners lend an ear, as this feature in- 

Home Furnishings 

CLUB 1300 Baltimore's own popular 
participating variety show, produced in 
WFBR's large studio before a live audi- 
ence, consists of music, singing, comedy 
and fun in general. It is one hour and a 
(juarter of top rated radio entertainment. 

One of the features is the Little Potts 
Sing and Win portion. 

Glib-tongued emcee, Irwin Elliot sings 
a song, then dials a telephone number 
picked at random, with only business 
addresses excluded. Two calls are made 
each day during this Sing and Win fea- 
ture. If contact is made, the person on 
the other end of the line identifies the 
song, the cash prize is his. Each time a 
phone call fails to pay-off, sponsor raises 
the ante; another five dollars is added to 
the prize. Biggest prize to date: .|280.()() 
cold cash. 

AIR FAX: Program potpourri: music, comedy, and 
adlibbcd comment. 
First Broadcast: October 7, 1940. 

Broadcast Schedule: Monday through Saturday 
10:15-11:30 A.M. 
Preceded By: Music. 
Followed By: The Cook's Quiz. 
Sponsors: Little Potts Furniture Co.; others. 
Station: WFBR, Baltimore, Md. 
Power: 5,000 watts. 
Population: 859,100. 

COMMENT: Quiz j^rograms with a 
ciiance at big or little winnings are a 
splendid way of insuring a huge follow- 
ing for a sponsor's program. Essential 
for a program of this kind is an emcee 
with a quick wit and a glib tongtie. 

While even short term features of this 
kind do l)uiid up phenomenal audiences, 
lor consistent returns the advertiser 
should plan to cairy the show lor a 
period of time. 




MR. FIXER If there's a white elephant 
in basement or attic, there's a Mr. Fixer 

in Yakima, Wash. 

for Crothers 
fixes up store 

to get it off the liands 
of KIT listeners, but 
there's more to Mr. 
Fixer's job than that. 
Give-away items, 
items wanted free-for- 
nothing, rides wanted 
or rides to share, help 
wanted or work want- 
ed, the buyer's or the 
seller's market, Mr. 
Fixer dabbles in 
them all. 
[ewelers, Mr. Fixer also 
traffic in grand style. While the quarter- 
hour program on the air six times week- 
ly crowds in as many as 50 items per 
diem, listeners must make known their 
wants directly to Crothers. While 
Crothers accepts letters, most users of 
this air-classified feature prefer to fill in 
the handy form available only at Cro- 

Mimeographed form has spaces for 
name and address, telephone ntimber, 
and a brief description of the item of- 
fered or wanted. Example: For Sale, 
Boy's Work or Play Shoes, Size 51/2; 
Wanted, Child's Tricycle; To Give 
Away, Dry Apple Stumps for the Haul- 
ing. Reminder on the bottom of the 
blank: "Remember . . . Crothers' Mr. 
Fixer Program is a Free Service. Use it 
as Often as You Like." 

While the program is four years old, 
has been under the Crothers' sponsor- 
ship for two, Yakimites have still to run 
out of wants and not wanteds. While no 
set time is guaranteed the broadcasting 
of items, supply and demand usually 
keep the show two or three jumps be- 
hind schedule. 

AIR FAX: No names nor telephone numbers are given 
over the air. When the broadcast is over, listeners 
may call the station, ask for the items which interest 
them by number, get telephone number or address 
from switchboard operators. To keep monkey 
wrenches from jamming the machinery, two carbon 
copies of the program are made, given to telephone 
operators assigned the task of answering the Mr. 
Fixer telephone calls. 

Three commercials spread the good word for Cro- 
thers. Program is scripted by a KIT sales staff mem- 
ber who weeds out itetns that have the touch of a 

commercial firm to them. 

Firsl Broadcast: 1939. 

Broadcast Schedule: Monday through Saturday, 8:45- 

9:00 A.M. 

sponsor: Crothers Jewelers. 

Station: KIT, Yakima, Wash. 

Power: 1,000 watts. 

Population: 27,221. 

COMMENT: Sum U)tal of all retail sU)re 
advertising leads up to one thing, name- 
ly, store traffic. While some offerings are 
geared to achieve the objective on spe- 
cial occasions, here is one that does the 
job every day, year after year. 


MESSAGE OF UNITY When the Inter- 
mountain Jewish Neius first made plans 
for its weekly quarter-hour KOA pro- 
gram, it put first things first, began a 
name-the-show contest among its Den- 
ver, Col., listeners. Listener who sub- 
mitted Message of Unity rated a 50 dol- 
lar War Bond for her brain-child. Re- 
ligious messages of faith and hope, talks 
by Christian ministers on inter-faith 
unity, and sacred Hebrew music drive 
home the Message of Unity. 

AIR FAX: Presented under the direction of the Inter- 
mountain Jewish News' managing editor Robert Gam- 
zey, this series is a religious companion piece to the 
Ask and Learn religious quiz sponsored over KOA 
by the Roman Catholic Archdiocese of Denver. 
First Broadcast: January 27, 1944. 
Broadcast Schedule: Thursday, 11:15-11:30 P.M. 
Sponsor: Intermountain Jewish News. 
Station: KOA, Denver, Col. 
Power: 50,000 watts. 
Population: 303,273. 

COMMENT: Much needed not only in 
times like the present but also during 
the period of adjustment which must 
follow war's end are broadcasts which 
help lay the ghosts of racial, political 
and religious differences. 


birdie smile, Voldeng, Prince Albert, 
Sask., photographer, combines philan- 
thropy with free-for-all entertainment. 
Listeners who want to hear their favor- 
ite music on the Juke Box Serenade send 
nickels to CKBI. Money is turned over 

APRIL, 1944 


to the Milk for Britain Fund, used to proved successful among all age groups 

buv milk for o\'erseas youngsters. 

AIR FAX: Novel twist to the stock variety program 
keeps all the platters in the record library dusted. 
First Broadcast: July 10, 1943. 
Broadcast Schedule: Saturday, 6:15-6:30 P.M. 
Sponsor: Voldeng, Photographer. 
Station: CKBI, Prince Albeit, Sask. 
Power: 1,000 watts. 
Population: 12,290. 

COMMENT: Programs needn't be elab- 
orate nor costly to be successful. Novel 
twist here gives listeners direct partici- 
pation both in the program and in the 
war effort. 


bit of fiui is in the normal pattern of 
things for teen-age youngsters, willy-nilly 
will be had, Dayton, O., has its Clui5 
Co-Ei). Supervised by prominent citi- 
zens, the nite-spot has the blessings of 
the City Welfare Department and jtive- 
nile authorities. 

But because you can always lead a 
horse to water, can't always make him 
drink, WHIG pulls a trick or two from 
iis sleeve, stages a weekly participation 
broadcast from the Club Co-Ed. 

While the Club Co-Ed features t he- 
best dance orchestras and entertainment, 
is a sort of stage door canteen for young 
civilians, what packs them in on Satur- 
day night is a situation quiz where every 
contestant wins War Stamps. More truth 
than poetry is the admonition, You'd 
Better Be RiirJit. While those who cor- 
rectly answer (juestions get War Stamps, 
those who produce a goose egg must do 
what emcee Fred Campbell dishes up for 
them to do before they get their War 

AIR FAX: First Broadcast: December 18, 1943. 
Broadcast Schedule: Saturday, 8:45-9:15 P.M. 
Preceded By: Hit Parade. 
Followed By: Correction Please. 
Sponsor: Club Co-Ed. 
Station: WHIO, Dayton, O. 
Power: 5,000 watts. 
Population: 3 38,688. 

COMMENT: Advertisers who sj)()!isor u 
sim;iiioii {|ui/ fcaUire don'l need (hip- 
li;i|> lo sell llicir show lo llic listciiitig 
;iii(li(i)( c. l*i()or;iins of lliis kind liii\c 

and in large and small communities. 


johnny Appleseed? What was Seward's 
Folly? Why did patriots stage the Bos- 
ton Tea Party? In Boston, Mass., the 
WCOP weekly quiz feature gives high 
school sttidents an incentive to know the 
answers to these, other qtiestions based 
on American history. For Bryant R: 
Stratton Commercial School, Know 
Your Country is also a golden oppor- 
tunity to know its prospective students 
while the cream of the crop is still in 
the planning stage. 

Two teams from local high schools 
meet weekly in mental combat, and pro- 
gram prize winners are awarded scholar- 
ships to the Bryant & Stratton Com- 
mercial School. Facts from United 
States history are the ammunition which 
spell victory or defeat. Quiz-master who 
knows all the answers is the high school 
principal who referees the mental gym- 

air FAX: Questions are focused on historical data 
which bear on the present war. 
First Broadcast: November 8, 1943. 
Broadcast Schedule: Monday, 4:30-5:00 P.M. 
Preceded By: Music. 
Followed By: Music. 

Sponsor: Bryant 8C Stratton Commercial School. 
Station: WCOP, Boston, Mass. 
Power: 500 watts. 
Population: 1,924,642. 

COMMENT: Advertisers find that it is 
easier to get the ear of the younger gen- 
eration than it is to get their eye. While 
the auchence potential here may repre- 
sent a limited group, it is the very group 
that the sponsor wants to reach. After 
all, what counts for advertisers in most 
cases is not the actual size of the audi- 
ence, biU rather the 
susce})tibility ol a 
paiticidar listener 
group to the com- 
mercial message. A 
program with rela- 
tively few listeners 
may do a whale of 
a job for its spon- 




This is the businessman's own department. RADIO SHOW- 
MANSHIP invites radio advertisers to exchange results and 
reactions to radio programs for their mutual benefit. 


MENDER OF MEN "On October 17, 
1941, the Palmolive Soap Co. broadcast 
a story about the Minneapolis Arti- 
ficial Limb Co. over a national hook- 
up. We had over 1,000 replies from that 
Strange as It Seems broadcast! Because 
of the success we had at that time, we 
became interested in radio. 

"Now, we have broadcast over 211 
stories. Our stories are not advertising. 
Rather, they are human interest stories 
of people whom we have fitted with 

"Each Saturday I appear at WTCN, 
Minneapolis, Minn., where we cut one 
or two records. The transcriptions are 
always made in duplicate. One is played, 
the other is kept as a per- 
manent record at the stu- 

"We broadcast every 
week on seven different 
stations. The record is 
heard first on WTCN at 
5:00 P.M. every Saturday. 
It is then mailed on to one 
of the other stations. I 
might add that the broad- 
casts over KWK^\^ Pasa- 
dena, Cal., are sponsored 
in connection with the 
Veterans of World Wars I and II, as a 
part of their program of social work. In 
other words, it is sponsored both by the 
Minneapolis Artificial Limb Co. and 
the soldiers." 



Minneapolis Artificial Limb Co. 

Minneapolis, Minn. 

AIR FAX: True stories told by the Mender of Men 
himself, Ray Trautman, about unhandicappitrg the 
handicapped make up this weekly quarter-hour series. 

True life yarns point up the fact that those who are 
handicapped through the loss of limbs can become 
useful, wage-earning citizens. Example: the story of 
a man who sold limbs and traveled for the Min-^.e- 
apolis Artificial Limb Co. even though both le-? ; 
wete amputated. How this man kept store, managed 
a farm, rode a bicycle, drove an automobile, danced, 
wooed and won a fair maiden gave emphasis to the 
moral of the story. 

Copy is free of a commercial content, and the spon- 
sor gains its point through indirection. Example: 
"Well, Mender, in view of the fact that over 40,000 
people have already been helped by your interest 
and ability, seems to me we wouldn't be doing right 
if we didn't invite our listeners to drop a card or 
letter to you, telling about what's wrong with thnm 
in the way of a limb-loss or paralysis. But now, 
shall we get on with today's story?" 
Opening and closing credit lines are brief and to the 
point. Mender of Men Trautman takes his cues from 
WTCN announcer Curtis Edwards who also scripts 
the show. Copy is on the homey side. 
First Broadcast: September, 1942. 

Broadcast Schedule: WTCN, Minneapolis, Minn.: 
Saturday, 5:00-5:15 P.M.; KABR, Aberdeen. So. 
Dak.: Saturday, 7:00-7:15 P.M.; KRE, Berkeley, 
Cal.: Saturday, 10:45-11:00 A.M.; KTCD, Spencer, 
Ta.: Wednesday, 10:30-10:45 A.M.; WCLO, Janes- 
ville, Wis.: Thursday, 9:15-9:30 P.M.; KGCU, 
Mandan, N. D.: Saturday, 9:00- 
9:15 P.M.; KWKW. Pasadena, 
Cal.: Sunday, 6:30-6:45 P.M. 
Sponsor: Minneapolis Artificial 
Limb Co. 

COMMENT: Wisely, spon- 
sor here scorns anything 
with the commercial 
touch, yet every word of 
the program constitutes an 
indirect commercial for 
the advertiser. Advertisers 
who can as closely identify 
themselves with their pro- 
gram content don't need a 
-^commercial phig, are able to more ef- 
fectively spread their message without it. 
Since, in a program of this kind, lis- 
teners will remember the human interest 
details, such a show has a high word-of- 
mouth potential that will carry the mor- 
al of the story far beyond the range of 
those who were actually tuned-in. Such 
a device both enlarges the size of the 
audience and gains additional penetra- 
tion for the sponsor into the area. 

APRIL, 1944 



Short radio promotions that run but a day, a week, or a 
month yet leave an impression that lasts the year around. 


ANNUAL ADDRESS When financial in- 
stitutions, others, wind up the year, 
make up their annual reports to stock- 
holders, recipients oi the brochures are 
prone to cast dismayed glances at statis- 
tical tables, then toss the whole caboodle 
into the wastebasket. Only a few ever 
take the trouble to do more than turn 
the pages. 

In Biulington, Vt., Levi P. Smith, 
president of the Burlington Savings 
Bank, broke with established order, 
combined the printed with the spoken 
word, to make an oral report via WCAX 
to corporators and depositors. Broadcast 
twice, once in the evening, again the 
following morning, the annual report 
\\as heard by both the city and the rural 
audience. Letters, telephone calls to both 
Burlington Savings and to WCAX, and 
personal comments were ample evidence 
of wide public acceptance. 

Stressed in the report was the part 
which the 97-year-old Burlington Sav- 
ings Bank, the largest savings bank not 
only in Vermont but also in the Adiron- 
dack Region in northern New York, had 
played in the development of the area. 

While the broadcast was considered 
the first of its kind in radio history, it 
was in line with Birlingion Savings 
jx)licies and traditions; a miUual insti- 
tution, the bank exists for the service of 
the saving public. 

ly, 10:30-11:00 P.M.; 

air FAX: First Broadcast: January 19, 1944 
Broadcast Schedule: Wednesd 
Thursday, 7:30-8:00 A.M. 
Sponsor: Burlington Savings Bank. 
Station: WCAX, Burlington, Vt. 
Power: 1,000 watts. 
Population: 3 3,722. 

COMMENT: W'idei (irculation than 

would be possible through full reliance 
on newspaper publication isn't the only 
thing a broadcast of this nature has to 
its credit. Radio also adds the personal 
touch which the printed word lacks. 


HERE WE ARE To greybeards anxious 
about the increase in jtivenile delin- 
quency, youth has but one answer. Here 
We Are, mutters under its breath, 
"What are you going to do about it?" 
In Burlington, La., KBUR met the chal- 
lenge, did something about it in a way 
that earned the kudoes of the greybeards 
and the downey cheeked. 

To raise funds for the Spider Web, a 
club organized for high school young- 
sters, KBLIR planned and produced a 
stage production. Here We Are. Pro- 
ceeds from the event will enable the 
cltib to keep its organization off the 
financial rocks for another year. Net re- 
stilt: some 350 youngsters will have a 
place to dance or lounge, and a soda 
fountain on which to lean. 

Via spot announcements, short pre- 
view skits, other KBUR promotion, the 
2,500 seating capacity of the Burlington 
Civic Auditorium was over-sold. 

air FAX: KBUR studio director Walter Stone scripted 
the show, cotnposed original music and managed the 
production line. Business arrangements were handled 
by KBUR general manager Gerard B. McDermott. 
Station: KBUR, Burlington, Iowa. 
Power: 250 watts. 
Population: 42,687. 

COMMENT: Not the least of radio's con- 
iiibuiions are public service gestures of 
liiis kind. It is from just such deeds that 
radio and its advertisers create a tremen- 
dous back-log of good will and audience 




Results based on sales, mails, 
surveys, long runs and the 
growth of the business itself. 

Drug Products 

WLAC, Nashville, Tenn., scheduled its 
5:00 A.M. full hour broadcast of hill- 
billy and western music, news and farm 
facts, it didn't take long to find out that 
farmers aren't the only ones for whom 
the rooster is a daily alarm clock. Adver- 
tisers with an eye on the farm market, 
KoLAR Bak and Peruna seized time by 
the forelock, took a 30-minute chunk of 
the show for the two drug products. 

Broadcast opens with the sound effect 
of a rooster crowing. Likewise, an- 
nouncer Charles Roberts, more widely 
Jcnown as just plain Charlie, has some- 
thing to crow about; letters come from 
all Southern states, from as far west as 
the Texas Panhandle, from as far east 
as upper Pennsylvania. 

AIR FAX: Verbiage, while 
not hillbilly, is down-to- 
earth speech for folks to 
hear on the run. Music 
has the tang of the plains 
and the mountains, fea- 
tures by transcription 
such folk-music stars as 
Carson Robinson and 
His Buc karoos . Inter- 
spersed with music is a 
farm news feature and a 
newscast from the battle 

First Broadcast: January 
17, 1944. 

Broadcast Schedule: 
Monday through Friday, 
5:00-5:30 A.M. 

Station: WLAC, Nash- 
ville, Tenn. 

Power: 50,000 watts. 

Population: 167,402. 

COMMENT: Adver- 
tisers whose prod- 

ucts appeal to the vfxational aspect of 
farm life have found that programs 
which help early risers get the sleep out 
of their eyes offer a made-to-order intro- 
duction to a loyal farm audience. For 
those with non-vocational products it 
is almost virgin territory whidi might 
well be cultivated. 


WTAT listeners may stop b\ for Lunch- 
eon with Helen, participating sponsors 
do a Man Who Came to Dinner' act, or 
a reasonable facsimile there-of. Although 
five of its six sponsors had not previous- 
ly sampled radio fare in any shape nor 
form, contract renewals indicate that 
Luncheon with Helen is the right dish. 
W^ithout special promotion or merchan- 
dising tie-ins to tickle the listener's pal- 
ate, mail averages 85 letters per diem, 
has reached a total of 200 in a single 

While commercial continuity is left 
to the discretion of mikestress Helen 
Leighton, is delivered in the informal 
style, all wordage is directed toward 
direct purchase. To that end, sales-wise 
Leighton, fed by WPAT announcer Bill 
Bohack, tips luncheon guests off on the 
value of products and services offered, 
tells listeners where said products and 
services are obtainable. AN^hile the show 
began as a 25-miniite featiue, the influx 
of clients anxious to 
play host at Lunch- 
eon with Helen 
upped the schedule 
to 45 minutes. 

AIR FAX: News with an 
intimate, personal angle 
is mixed with comments 
about prominent person- 
alities to provide listen- 
ers with the main dish. 
Comment on fashion and 
food season it to the 
feminine taste. Lunch- 
eon with Helen is round- 
ed off with a portion of 
famous quotations which 
leaves listeners with Food 
for Thought. Masculine 
voice at the table which 
helps to entertain guests: 
that of announcer Bohack. 
First Broadcast: March 
17, 1943. 

Broadcast Schedule: Mon- 
day through Saturday, 

APRIL, 1944 


10:30-11:15 A.M. 

Preceded By: News. 

Followed By: Music. 

Sponsor: Windsor Wax Co., Hoboken, N. J.; Win- 

throp Vacuum Cleaner Corp.; Fox Fur Co.; Evlo 

Pharmacal Co., Pompton Lakes, N. J.; Certified Tax 

Service; Vydagen Co. 

Station: WPAT, Paterson, N. J. 

Power: 1,000 watts. 

Population: 139,656. 

COMMENT: More than one first-timer 
has found that tlie women's participa- 
tion program is tlie right introduction 
that gets resuits at roclc bottom costs. 
There's no easier way to get acquainted 
with loval, responsive audiences. 


News, reviews and tips on spot 
announcements in this column. 

Hardware Stores 

MUSIC When KIT made its debut baclc 
in f929 to the Yalcima, Wash., listening 
audience, it had among its baclcers ttie 
YakIxMa Hardware Co. Yakima Hard- 
ware put its money tlien on the 12:15 
P.M. spot, has recently re-signed for its 
fourteenth consecutive year. Year-in, 
year-out, Yakima Hardware presents its 
transcribed program of popular waltz 
music at the same time, on the same 

Commercials are direct and to the 
point. At least one commercial each day 
features an outstanding bargain from 
one of the many store departments. Back 
in the sales heydays, Yakima Hardware 
used its own records on the (juarter-hour 
to push its radio and lecord department. 

air FAX: First Broadcast: April, 1929. 

Broadcast Schedule: Monday througti Friday, 12:15- 

12:30 P.M. 

Sponsor: Yakima Hardware Co. 

Station: KIT, Yakima, Wasli. 

Power: 1,000 watts. 

Population: 27,221. 

COMMENT: Programs need not be elab- 
orate nor costly to do an effective selling 
job for advertisers. 


Through four winters and four sum- 
mers, the Bankers Trust Co., Des 
Moines, la., had been on the air every 
day with at least one spot annotmce- 
ment on KRNT. Came 1944 and with it, 
a new advertising budget for the new 
year. Bankers Trust doubled its radio- 

Not playing the advertising game on 
margins was L. Nevin Lee who directs 
advertising for Bankers Trust. His was 
gilt edged stock held by Bankers Trust 
for four years. His claim: "We realize 
that advertising effectiveness isn't entire- 
ly measurable with a slide rule, but we 
have seen traceable response from fea- 
turing certain of our departments in our 
radio campaigns. That is one of the 
major reasons for increasing our KRNT 
expenditure tiiis year." 


Spot annoiuicements on 2() radio sta- 
tions put the Easter Rabbit on the spot 
for Chick Chick and Presto Easter Egc; 
Colors. Through its advertising agency, 
Menken Ai)vertisin(;, Inc., Fred Fear 
& Co., Broolclyn, N. Y., scheduled a ten 
day pre-Easter campaign. Its attack-by- 
air plan: participations on household 
programs where there were availaljil- 
ities. In other cases, announcements 
were scheduled between 4:00 and 6:00 
IM\I. Live commercials were scheduled 
lour to ten times weekly. Sales increase 
for the product in specific distribution 
areas was the market selection criteria. 
Newspaper aclxertising was also used. 




What about television, FM and the future? Is there a 
future for the custonj-nmde network? Will advertismg 
techniques change? } ^ou llfmda complete report in the 


A special issue devoted lo post-war planning for radio and its advertisers. Spe- 
cialists from the field of advertising, experts from the business world, and leaders 
in the realm of radio present an authoritative report on the post-war world. 
Watch for it in a coming issue of Radio Showmanship Magazine. 

Radio Showmakship will present the answer to the future of selling merchandise through radio; 
its use, its power, its place in the business world. 

DiRtx I tins 

()\\ \1 WSlllP RFADER 


# Remar Baking Co., Oakland, Cal., casts its 
bread on the waves (p.l52) 

# Service sells Pearl Brewery^ San 
Antonio^ Tex {p. 158) 

# Consolidated Grocers of B. C. profit from 
radio (p.l60) 

36 Tested Programs for Businessmen 




adex to what others in your business field accompHsh through radio, 
nd services in Radio Showmanship are classified by businesses here. 


Automobile Supplies . 172 

Bakeries 152, 164, 166, 172, 174, 176 

158, 167 


rtment Stores 164, 16S, 177, 178 

150, 178 


Business PAGE 

Groceries 160, 173, 174 

Home Furnishings 169 

Insurance 169 

Men's Wear 163, 169 
Realtors 156 

Restaurants 171 

165 Transportation 171 

PAGE Business 

mobiles 135 



applies 135 



It Stores 124, 131, 133, 136 

' s 141, 142 

126, 131, 140, 142 

126, 132 

Dealers 120, 142 


Home Furnishings 132, 136 

Jewelers 137 

Manufacturers 133, 139, 141 

Meat Packers 133 

Men's Wear 122, 126 

Millers 126 

Newspapers 133, 137 

Opticians 126, 134 

Photographers 134, 137 

Restaurants 138 

Schools 138 

// you don't have the April issue, order it now! 




;i M A Y 19 4 4 

/ VOL. 5 No. 5 

Don Paul Nathanson 

Managing Editor 
Marie Ford 

Editorial Advisory Board 


Herbert Pettey 

Ralph Atlass 
William Dolph 
CiiENN Snyder 
1*1111. IP Lasky 
RotaR Cli.ipp 
(1. 1. Hagman 
J. Harold Ryan 

Ncnu York 



CI lie ago 

San Francisco 





Dr. Harr^ Dean Wolfe 

Washington, D. C. 
Lorenzo Ricihards 

Ogden, [I la 1 1 


J. Hudson Huffard 

Blue field, Va. 
Maurice M. Chait 

Peoria, J II. 
Frank J. Ryan 

Kalamazoo, Midi. 
Alien C. Knowles 


Published by Showmanship Publi- 
cations, Minneapolis 2, Minn. Sub- 
scription rate: I2.50 a year, 25c a 
copy. Address editorial correspond- 
ence to 1004 Marquette, Minneapo- 
lis 2, Minn. Tel.: Ge. 9619. 

Copyright 1944 by Showmanship 
Publications, publishers o£ Radio 

Editorial 149 

As Time Goes By 

Gustav Flexner 


Greater Louisville First Federal 
Savings ^ Loan Ass'n. builds tor the 
fiUiire with a radio campaign today 
writes its secretary and treasurer. 

Cast Your Bread on the Waves 152 

Walter Guild 

Varied radio schedule ior Reniai' 
Baking Co., Oakland, Cal., pans oiu, 
writes the vice president ot Garfield 
& Guild Advertising Agency. 

Listen for Listings 156 

Curt Freiberger 

Denver realtor uses radio to up sales, 
create post-war back-log, writes the 
Lane-Freiberger Adveitising Agency 
a(coinit executive. 

Bottle Cry is News 158 

B. B. McGimsey 

Connnercials take a back seat but 
continuotis service sells, says the vice 
j^resident and general manager ol 
the Pearl Brewery, San Antonio, 

MAY, 1 944 


Double or Nothing 160 

William Allison 

Cooperative radio advertising prof- 
itable for the 80 member stores of 
Consolidated Grocers of B, C, writes 
the organization's manager. 

Melodies Tailor Made 163 

William Cannon 

Consistent radio schedule wins 
friends and customers for the Can- 
non Tailoring Co., Cleveland, O., 
writes its owner. 

Showmanscoops 164 

Photographs of merchandising 
stunts used to promote listener in- 
terest in radio programs. 

Showmanship in Action 172 

Promotions and merchandising 
stunts lift a program out of the rut. 

Proof O' the Pudding 174 

Results are based on sales, mail, 
surveys and long riuis. 

Showmanviews 176 

News of current script and tran- 
scribed releases backed with show- 
man tips. 

Airing the New 161 

New radio programs used by adver- 
tisers are worth reading about. 

What the Program Did for Me 178 

Radio advertisers exchange residts 
and reactions to radio programs. 

Who produces whatr^ 
This up-to-the-minute di- 
rectory of script and 
transcribed programs for 
local sponsors is alpha- 
betically indexed . . . 
cross-indexed by time, 
audience appeal, and 
subject matter. 


^adCa S^MvSoo^ 

^Complete Listings 
• Cross- Indexed 


1004 Marquette 
Minneapolis 2, Minnesota 

Gentlemen : 

Send me my free copy of the RADIO SHOWBOOK and 
enter my subscription to RADIO SHOWMANSHIP for one 
year at $2.50. Check enclosed D- Bill me later D- 

I will want D copies of the Radio Showbook at 75 cents 
per copy. Check enclosed D- Bill me later D- 







WHEN Wi SAY. . . 

I' ^^ i I " W ^\ IC Expanded facilities and irn- 

J- 1. ■ J proved methods foreshadow a 

I 5 INI ^J Vw • • • tremendous increase in the pro- 

ductive capacity of this nation, 
but that factor alone will not prevent future unemployment nor post-war 
depression. If economic upheaval is to be avoided, national income must be 
maintained at a level close to one hundred and twenty billion dollars, and 
well over fifty million people must be steadily employed. 

Of course it's necessary for manufacturers to make plans now for recon- 
version in the shortest possible time, but the job of keeping the nation on 
an even keel isn't one for which industry alone is responsible. Turning out 
the merchandise is only the first, and perhaps the easier part of the job. 
Equally important, and even more challenging is the problem of distribution. 

Production capacity is significant only if the output moves swiftly and 
easily into the hands of the consuming public. We must sell, and keep on 
selling to a population little, if any larger numerically, as much as forty per 
cent more in goods and services than it consumed before the advent of war 

To succeed requires all-out selling effort to increase and widen the con- 
sumer market; make more people want more things; move more merchan- 
dise from the luxury into the necessity class. Success or failure rests not only 
on the manufacturer, but on wholesalers and retailers as well. 

While that actual selling job must be held in leash until war's end, right 
now is the time to get ready for it. Each and every advertising medium has 
a part in these blue-prints for tomorrow^ But even though brand names and 
trade marks must be maintained, the advertiser with nothing to sell today, 
no matter how rosy the pattern for tomorrow, is hard put to it to fill white 
space. With radio, on the other hand, the advertiser can let the editorial 
content of his program do the job for him. When the change-over comes, the 
same program that served as an institutional vehicle will be available for 
direct selling. And without selling, we're sunk. That's why we maintain that 
post-war is now. 

MAY, 19 44 149 

PRAcncALL^ every one interested in 
home construction is of the opinion 
that the post-war years will be marked 
by tremendous activity in that field. 
Some predict new construction of over 
a million new dwelling units a year, or 
about twice the activity of the best busi- 
ness year since the depression. Whether 
or not these predictions are accurate, it 
is very probable that the post-w^ar era 
will witness a tremendous amount of 
new home construction. 

W^ith all of this activity, financial in- 
stitutions will be very closely identified. 
Construction loans, financing for the 
large-scale builder, long-term, low-cost 
financing for home buyers, financing for 
the sale of existing homes, and other 
projects of this kind indicate that the 
interest of the lending institution and of 
the home piuxhaser are identical. 

Since all of this acti\ity will act as a 

s Time Groes By... 

With a Radio Record of IR Years, 
Greater Louisville First Federal 
Savings & Loan Ass'n. Builds for 
Future with Radio Campaign Today 

secretary aiul treasurer 
of the First Federal 

sta])ilizing influence in the post-war 
period, it is obvious that financial houses 
will ha\'e to play a \ital part. In other 
words, the banking profession will not 
only have to provide the money needed 
for the post-war period; it will also haxe 
to provide some of the leadership. 

And it is the contention of the CiRiAtKR 
Louisville FiRsr Fi di ral Sa\ings K; 
Loan Ass'n., LouisxiUe. Ky., that the 
lime to assinue tiiat leadership is right 
noxv. Thai leadership is two directional. 
On the one hand it guides I lie direction 
ol pe()j)le's spending, and on ilie other 
hand, it diiects their savings. 

To achiexe that position of leader- 
shij), the banking profession nuist gi\c 
serious consideration to the problem ol 
public iclations. Achertising is the chief 
uuans ol j)iil)lic relations, and achertis- 



iiii^ is also coinniunicalion. C-oinniunic a- 
tions change. Smoke fires and the tom- 
tom served the jungle man, but unfor- 
tunately, many institiuions are still 
using forms of communication and ad- 
\ertising that are as oiu of date as the 
horse and buggy. 

I, personally, am \er\ much sold on 
radio as a mediiun for any and every 
type of institution to advertise its wares 
and services, and our institution has 
consistently made use of radio advertis- 
ing since December '61, 1925. 

Vou get one big ad\antage when you 
l)uy radio adxertising. That is the hu- 
man voice. Since time began, the human 
\oice has been the nattual and the most 
tised form of comminiication. Through 
the miracle of radio, it has become the 
fastest form of communication with 
larger audiences than were ever before 
possible by any means. 

Most business is conducted upon an 
exchange of ideas, or the arrival at 
agreements through the spoken word. 
Likewise, it's easier to complete arrange- 
ments for a loan with a man and wife 
together in your office than to complete i 
the transaction by mail. 
It is equally logical to ad- 
vertise to them through 
the spoken word over the 
radio. The one basic dif- 
ference from an advertis- 
er's point of view be- 
tween radio and all other 
media is that radio uses 
the human voice for the 
selling part of its func- 
tion, and in a personalized service field 
such as banking, what is more logical 
than this personalized approach to the 

It shoidd be pointed out that one 
weakness of banking in its relation to 
the public has been its failure to explain 
and interpret its fiuictions and actions. 
With radio, financial institutions ha\e 
a chance to create an informed public 
which can evaluate the services it ren- 

We are definitely of the opinion that 
the radio ad\ertising we are doing now 
is building for us an outlet for oiu' serv- 
ices in the post-war period. We well re- 

iiR'iiibci llie carl) ihiilics when there 
was practically no business available in 
our line of endeavor, but we kept on 
with our radio advertising through the 
very depths of the depression. AVe sub- 
sequently cashed in on the good will 
and the understanding we had created 
in the minds of the listeners during 
those critical times. When lousiness con- 
ditions improved, we received our full 
measure of it. 

I am comparing present day condi- 
tions in our line of business, that is, the 
home financing held, with the condi- 
tions which existed dining the depres- 
sion period. At that time there were 
^ery few sound first mortgage loans 
available, and the same holds true to- 
day. But when the war is over, we an- 
ticipate a substantial amount of home 
buying and building in our community. 
That is the time when we believe that 
the fruits of the advertising we are doing 
today through the medium of radio will 

It simmers down to the old, old story 
of consistency. Twice a week for the first 
five years, and daily, except Sunday, for 
the past 13 years, 
the listening pub- 
'^ lie has heard our 

commercial mes- 
age. Coupled with consistency, is 
the factor of as complete coverage 
as possible. We started our radio 
activities in 1925, and at that time 
WHAS was the only local station. 
As the other three stations came 
into being, we immediately began 
to make use of their facilities. Today we 
advertise daily over all four local sta- 

Radio has contributed immeasurably 
to the fact that the Greater Louisville 
First Federal Savings k Loan Ass'n. is 
the largest institiuion of its kind in the 
State of Kentucky. As Louisville's lead- 
ing home financing institution we have 
a tremendous stake in post-war develop- 
ments, and we are' confident that our 
radio advertising will help us maintain 
our position of leadership. The prestige 
and standing which these radio pro- 
grams create for us today will later be 
directly reflected in home loans. 

MAY, 1944 



^Li>ast Your 

...Bread on the Waves 

Varied Schedule for Hemar Baking Builds East Bay Sales 

hy WALTER GUILD, vice pres., 
Garfield & Guild Adv. Agcy. 

V I lie Remar Baking Co., Oakland, Cal., distributes its products 
thiougliout the East Bay Area of Northern California. Its competitors 
have a definite advantage over Remar from an advertising standpoint, 
because the competitors' products are distributed not only in the East 
Bay, but also in the larger part of the Northern California markets in- 
cluding the city of San Francisco itself. In spite of this fact, Remar has 
been able to make what can only be described as sensational progress 
during the past few years. A great deal of the success can be attributed 
only to consistent use of radio advertising. 

Currently, Remar's radio activities consist of a one-half hour night- 
time program aired over KFRC. San Francisco, called Spell for Dough; 
a three times weekh' program. Calling All Kitcliens, on KROW; a daily 
five-minute newscast on KQW; regular station breaks on KPO; a tran- 
scribed series on KROW, Sam Adams Your Homefront Qjiartermaster, 
and Remar Grab Bag broadcast weekly from I ISO headquarters in 
Berkeley oxer KRE. 

While Remar's initial radio effort took place back in 19H8 with a 
formal, once-a-week night program, its concentrated radio effort dates 
from August, 1940. Its five-a-week strip on KROW^ the Remar Hostess 
Roojn, was done by remote control from its hostess room. What listeners 
heard was advice given by Remar's own domestic science expert, Kath- 
leen Jensen, before a studio audience of women's chd)s. The broadcast, 
of course, was only a part of the afternoon's festivities. 

Here was a concrete method of creating consiuner preference and good 
win. In no time ai all the Hostess Room was in demand by women's 
organizations of all kinds, and within a vear some MO, 000 women had 
i)een special Remar guests. In Noxem- 

ber, 1940, the show was already booked 

solid until July of the next year. 

14ie program itself was a quarter-hour 

series divided into two parts. In the first • '^j'rJf' *^^'^^""" {f "!!" f ^'! 

, ,, , I I 1 I 1 tng All Women over KROW it' 

liali, hostess Katlileeu Jensen demon- ^ ^.^^^^ ,.^^ ^^ consumer prefer 

strated ihe (real ion ol the fancy sand- ^^^^ ^^^ j^ai^r good will for th 

wi(h, and the xarions {liects obtainable REMAR BAKING CO. 


Iioin ])r()j)(r iiaxiiio. Dining ihc hisi hall ol the piooiimi. ilic hostess 
ansvvcic'd (|iU'sii()ns loj Hostess Room participanis on lood. hoiiicmakiiig 
piobknis and kitdicMi hinls. l^rioi (o ihc i)roa(l(asi. oiicsis were scivcd 
a linulicoii. 

W'hal did this achic\e lor Remar? Il is Ich thai the broackasis di- 
rectly trom the plant pla\ed no small pait in the success ol this scries. 
Talking about a plant and talking jroiii it are two diflcrent things, and 
it is a certainty that talking jrom it is elective. The plant itsell became 
a stage, and from the point ot \ iew ol broadcasting, that's smart show- 
manship and its smart business. 

This is how vice president and general sales manager ol Remar Bak- 
ing Co., Ray \V. Morris, felt abotit that particular series at the time: "I 
feel that the success of otu' Hostess Room is dtie to combined audiences: 
groups of ladies in the plant, those who have been in the plant, and 
those anticipating their trip through the plant. \Ve feel that this t\pe 
of achertising is the finest and most producti\e piece of pidjlicity or ad- 
\ertising we have ever tised." 

Remar's program, Calling All Kitchens was inatigurated in 1942, and 
because Kathleen Jensen had become so widely known as a radio person- 
ality, and in view of her close association with Re>e\r Bread, she was 
selected to conduct this telephone quiz series. 

This program is still on the air, and because Remar Bread believes 
in sJioiinnansJiip, the various ingredients of showmanship are incorpor- 
ated in this series. Telephone calls made at random to women who have 
filled out registration cards obtainable at their grocers are the basis for 

MAY, 1944 


the program. Those who correctly an- 
swer the questions receive cash prizes. 
Those who answer the first question 
correctly receive one dollar, and if the 
second question on Remar Bread is also 
correctly answered, the prize is doubled. 
The series is heard three times weekly, 
at 11:00 A.M., and Remar has as evi- 
dence of intense listener interest, the 
2, ()()() registration cards which were re- 
turned within one week after the pro- 
gram was first heard. The very fact that 
only rarely is a telephone call not com- 
pleted is additional evidence that this 
KR()\V program has a loval audience 

While the Hostess Room was designed 
almost entirely for its consiuner good 
will, Calling All Kitchens builds boih 
(onsumer preference and dealer good 
will. Colorful ]joiiU-of-sale advertising 
invites grocery customers to register for 
(Idlling All Kitchen cash prizes. Custom- 
cis register at neighborhood stores. Each 
gio(C'r whose cuslomer wins a prize is 
;ils() awarded a dollar, and the Remar 
(li i\( I Avho services that grocery account 
gets a like amomit. 

riial dealer tie-in should !)(• emj)ha- 
si/((l. While consumer good will (aiuiol 
be ignoied, neither can the wholesaler 
alloicl to overlook the value of the |)iel- 

« A tasty dish was REMAR'S 
conclusion about its first concen- 
trated radio drive in 1940. The 
stage for its KROW series: the 
Remar Hostess Room. REMAR'S 
own home economics expert, Kath- 
leen Jensen, presides. 

erential sales ptish a dealei' 
can give a product. W^ith 
Remar, dealer cooperation is 
so important that it has re- 
cently supplemented its 
KROAV scheciule with a tran- 
scribed series, Sam Adams, 
)'()i(y Homejront Quarter- 
tn aster. This series is designed 
primarily to pat the grocer on 
the back, and secondly, it sells the public 
on the wartime job the neighborhood 
grocers are doing. A serial show in tech- 
nicjue, production and drama, the pro- 
grams salute the local groceryman whc:) 
serves on the home front. A heavy mer- 
chandise effort directed at grocers su])- 
ports this effort. 

Pioneer efforts over KROW c()n\ inced 
Remar of the value of radio advertising, 
and in its natmal desire to broaden the 
scope of its service, Remar has further 
expanded its radio schedule. It now 
uses time on three San Francisco sta- 
tions, and two East Bay stations. All of 
these programs are coordinated with 
other Remar advertising activities. 

Most of these programs are slanted at 
the feminine auclience, and in the selec- 
tion of ladio time, Remar has taken 
lime at which it can expect to catch the 
feminine ear. This is, of course, logical, 
since while women in noinial times may 
not be the bread icinncrs, the\ are the 
bread buyers. 

This does not mean, of course, that in 
apj)ealing to women, Remar is limited 
in its program selection. Ihe very pro- 
giam \ariety is one of the leasons for 
Remar's radio success, since the more 
\ai ied the program schedule, the wider 



I he audience group the advertiser can 
expect to reach, A kitchen quiz, a cha- 
matic serial, an early afternoon five- 
minute newscast of last niinule news, 
and two audience particijjation evenini^ 
shows, in addition to a regular schedule 
of sjx)t annoiuicenients, give Ri.mar a 
well rounded schedule. 

Its night time program, Spell [or 
Dough, is a simple adaptation of the 
old-time spelling bee. llie master of 
ceremonies picks two teams representing 
local firms or organizations, and runs 
them through several groups of easy-to- 
spell and hard-to-spell words. Each 
group of words varies in monev value 
from 25 cents to five dollars. The win- 
ning team gets the dough. (A bright fea- 
ture of the program is a word auction. 
Competitors have a chance to bid in 
cash for the privilege of spelling a sur- 
prise word). 

What Remar set out to accomplish in 
its radio campaign was to achieve a well 
rounded promotion that included a 
dominant night time program, plus the 
frequency of daily broadcasts so neces- 
sary in selling an item w^hich is used 
every day by every family. Variety in 
both programs and stations was essen- 
tial. In its use of three San Francisco sta- 
tions, Remar finds that while over 50 
per cent of the coverage of the network 
stations is not effective for its product, 
the prestige value and selling effective- 
ness of the network outlets is worth- 
while. On the other hand, Re mar's 
Calling All Kitchens over the independ- 
ent station is easily as productive as any 
network station. 

For any advertiser in any line of busi- 
ness, the success of the Remar campaign 
points up a moral. Radio success stories 
aren't made by guess-and-by-gosh. To get 
the most out of the medium, a plan is of 
primary importance. When Remar had 
determined what purpose a radio cam- 
paign would serve, that is, to build both 
consumer and dealer good will, it then 
took the next step. That was to deter- 
mine what audience it wanted to reach, 
and only then to consider the various 
ty}3es of programs that would reach that 
auch'ence. With this one audience in 
mind, Ri.mar then set out to select the 

time and the stations which would icadi 
that audience. 

To make its radio campaign as clfec- 
tive as possible, Remar backs its pro- 
grams with every type of promotional 
effort. It's well to remember that any 
program worth buying is worth mer- 
chandising, and coordinated activities 
play an important part in the success 
of this advertiser. 


Adman Guild 

True sou of 
the sJioiu busi- 
ness that he is, 
adman Walter 
Guild can't re- 
?n e rn b e r w h e n 
he didn't want 
to entertain peo- 
ple, and as a boy 
his play-acting 
shoios drew full 
and enthusiastic 
Jiouses at five- 
ten-twenty (pins) admission. After a 
loJiirl in vaudeville, he was bitten 
by the radio bug, ere long found 
himself behind the microphone as 
master of ceremonies on a variety 
show for the Remar Baking Co. 

Within a year the station man- 
ager who had given adrnan Guild 
Jiis chance to break into radio ivas 
asked by the Sidney Garfield Adu. 
Agency to recommend an ambitious 
young man zvJio xoanted to learn tJie 
ins and outs of agency business. 
That was in 1939. In no time at all, 
adman Guild found himself head of 
the radio department. Sid?iey Gar- 
field Agency became Garfield 6- 
Guild, and the young man who 
made good found himself vice presi- 
dent of the company in 1^43. 

Climax to the Horatio Alger suc- 
cess story: Remar Bread, for whom 
adman Guild zuorked as a radio per- 
former on one of Jiis earliest radio 
programs, is still one of the agency's 
most important radio clients, under 
the direction of our hero! 

MAY, 1944 


Denver Realtor Uses Radio to Up Sales, B 

Curt Freiberger 

Agency Account Director 

9 Men 111 ihc real cslalc business must 
know their communities and they must 
also know the values of properties m 
those localities. But to achieve outstand- 
ing success in the field, the Realtor must 
do more than that. In some way he must 
establish his firm as a household word 
in the real estate world, and he must 
convince the public that his organiza- 
tion has an active sales organization that 
produces results. In other words, it isn't 
enough that the Realtor knows his com- 
niuniiv: the community has to know 
that he knows it. 

Radio represents one method ot 
achieving this goal, and the experiences 
of several clients of the Lane-Freiberger 
Advertising Agency indicate just how 
successful a medium it can be if proper- 
ly used. Jack AVehner, Realtor, set the 
wheels in motion. He was the first Den- 
\ er, Colo., realtor to use radio as a meth- 
od of obtaining direct sales of residen- 
lial 1 property. 

1 wo years ago Jack W'ehner began 
wiih three spot announcements a day, 
and the results from this first advertis- 
ing indicated that there was a possibility 
of real promotion through the use of 
ladio. Due to the paper shortage, and 
I Ik restricted amount of newspaper 
space allowed for real estate listings on 
the c lassified pages, Mr. Wehner decided 
lo go into radio cjuite exunsixely. Direct 
iciurns ha\c more than justified the 
(osis. and we aic- ol the opinion that 
I \( K WtiiMR. Rkaeior, will never 
again iciurn lo his old nuihod ol ad- 
xcrlising unless c ire umsianc cs in the 
ladio business make il inii)()ssil)le lo bu) 


isten f( 


\Vhile the returns were not phenom- 
enal at first, a few direct calls came in 
after each broadcast. Within two 
months, buyers began to report that it 
was his radio advertising that had at- 
tracted them. As returns justified addi- 
tional expense, the radio schedule was 
increased, and the current campaign in- 
cludes nine quarter-hours of news a 
week, and two 100-word spot announce- 
ments dailv. After a vear of concentrated 
radio advertising, Mr. Wehner made 
over 500 real estate deals in a single 
month, the largest volume for a like 
period since his business was founded. 
He is of the opinion that over half ot 



War Rack I.nrj 



!IDERGKR. Lane-FreihGrijer Adv. AtjGiiry 

these sales were a direct result of the 
laclio advertising. Radio is more than 
paying its way! 

The preparation ot real estate adver- 
tising tor broadcast is not a simple one. 
In this office, we have one copy writer 
who devotes almost all of her time to 
writing real estate radio continuity. She 
devotes many hours to research; studies 
national publications for selling points 
on houses, and takes great pride in the 
knowledge she has acquired about hous- 
ing in general. Three separate houses in 
different price brackets are advertised 
daily, and seldom is there a day when wt 
do not sell at least one of the houses 
Avhich has been listed. 

The radio commentator reads the de- 
scription of the property to be sold in 
a conversational tone, just as though his 
announcement was a commentary on the 
property. I'nusual features of the prop- 
erty are emphasized, and the announcer 
expresses amazement at the value. 

Opening and closing commercials 
point up the advantages to property 
owners to list with Jack AV^ehner, and 
they also stress the services w^iich this 
realtor offers. Example: 

"You, as an individual, would 
find it expensive to advertise your 

• Home owners of today and to- 
morrow turn to JACK WEHNER. 
Whether the dream house costs 
^50,000 or ^5,000, those in the mar- 
ket know that it's probably on file in 
one of the three WEHNER offices. 

lionw joy sale on the radio. Yet Jack 
VVehner, Realtor, provides that serv- 
ice, plus newspaper listiuifs, free of 
diarize. Jack Wehner will help yon 
set a price, will shoxu your property, 
and give expert assistance in (oni- 
pleting the sale. If you want (ash, 
Jadi ]Vehner will finatne the (us- 
tomer. Your only expense . . . a 
)ioniinal Realtor's fee, fxiid after 
your Jiouse is sold." 

Jack W'i.hnkr now opciates thice ol- 
(ices, one in each section ol the citv, and 

• Copy writer Vir- 
ginia P. Foss can 
point with pride to 
the pulling power 
of her commercials 
based on sound sell- 
ing principles for 
the real estate in- 

specializes in residential properties. 

\\'hile the experiences of this one firm 
is a success story in itself, the story is 
not complete withoiu mention of the 
radio activities of other Denver Realtors. 
Through Lane-Freiberger, the Denver 
Real Estate Exchange launched a cam- 
paign to (1) establish the term Realtor, 
and (2) create a present and post-war 
back log of real estate business for the 
industry. In addition to a continuous 
newspaper schedule, billboards and 
street car cards, it is interesting to note 
that the Denver Real Estate Exchange 
includes a spot announcement campaign 
on all five Denver stations. 

Likewise, when the Denver Home 
Planntng Institlte, sponsored by the 
Chamber of Commerce, began its cam- 
paign this spring, radio was given a 
prominent place in the schedule. 

Here then, is a composite picture 
which illustrates both the immediate 
and fiuure values in promotion for the 
real estate industry, and it is our pre- 
diction that radio will plav an increas- 
ingly important part in such acti\ities. 

MAY, 1944 


Commercials Take a Back Seat 
Hut nnfitiniiniis Service Sells 

ottt« W ^= "''= 

[jeneral mgr. of Pearl Brewery 

Newscaster Riddell 

SIX YEARS would have given Methuselah barely lime for 
a good yawn, but, for a wide-awake institution like the 
Pkari. Brewery, San Antonio, Tex., it has proven to be a 
period rich w^ith adventure. It has also produced the kind 
of fruitful response that's the answer to an adman's dream. 
For six continuous years, Pearl Brewery has sponsored a 
15-miniUe newscast: same time nightly, 10 P.M., seven 
nights a w^eek; same station, WOAI. For six years, at the 
same time each night, the people of San Antonio and the 
Soiuhwest, have been greeted with the familiar sound of 
the news bug, introducing "the nexus of tJie day and night, 
gathered from throughout the world, and brought to you 

for the th night at this hour" (well over 2,100 times 

now') 'V/5 a service of the Pearl Brewery of San Antonio." 
For six years, at 10:15 P.M., they've listened to the familiar, 
l)ui now famous slogan that is a friendly reminder to always say "Bottle of PEARL, 
please!" Even on Sunday nights when all commercials are dropped, and no refer- 
ence whatever is made to source of sponsorship, the news-minded get the tradi- 
tional bug with which to set their w^atches, as w^ell as all the news of imjjortant 
(xcnts that have transpired. 

Pi ARE Beer newscaster is WOAFs Corwin Riddell, whose talents inchide a c hn- 
il\ of enunciation combined with a rapidit\ of s}:)eech as sparkling and eflervesceni 
as Pearl I^eer itself, and w^hose voice, heard longer than any other on this, San 
Antonio's hjrgest single locally-sponsored radio ])rogranL has become traditionalK 
associated by millions wdlh the product he advertises, namely. Pearl Beer. 

J'radition? Ves! Throttgh 
six c: o n t i n u o u s y e a r s t h e 
P I-. ARE Br !•; w !•: r y ' s n i g h 1 1 y 
newscast has become almost 
as legendary as Methuselah 
himself! Few jjeople remem- 
ber when it began. It's a pro- 
gram thai now seems to have 
always been there seven 
nights a week, 52 weeks a 
yeai, eveiy year! 'Fhroughout 
the years it has repoi ted 
events which aie now almcjst 
ancient history; the Ohio 
call h (| iia kc, the ('\j)losion 

lUl 101 III 

mm (s 

^ tmtii 

nil! III! Ill 



Manager M^Liiia 

that wrecked a school building in New London, 
lex.; the Reichstag's repudiation ol the Vei- 
sailles Ireaty; the burning ol the dirigible. 
Ilindenburg; the coronation ol King (ieorge 
V'l, and -other events that made news in a woild 
(hat shnnbered at peace. 

riirough six years it has performed every serv- 
ice imaginable lor a loyal audience ol \aried 
interests; helping investors keep abreast ol latest 
market reports; broadcasting weather reports 
(except dining the wartime blackout) to tell 
lishermen when to tie up their boats, and ranch- 
men when to cover up their sheep and goats; 
bringing up-to-the-minute marketing informa- 
tion to Texas' cattle raisers, dairymen, and pro- 
ducers of truck crops; maintaining a bureau for 
tracking down missing persons, and frequeruly 
locating them; beside packing in more daily 
news than the average 15-miniite interval is 
expected to contain. 

I hrough six years the Pearl Brewery has re- 
ceived fan letters from all the states, from sev- 
eral foreign countries, from travelers en route to 
and from remote places, from Texas' Congress- 
men in Washington, D. C, from ships on the 
high seas, and more recently, from men in the 
armed forces stationed as far away as 7,500 miles. 

People everywhere, it seems, have made the Pearl Beer nightly newscast a 
listening habit that persists through time and space. Countless are the 
friends the Pearl Brewery has made through continuous sponsorship of 
this program which is variously estimated to ha\e reached an audience of 
up to five million listeners. 

Confident that most people are familiar with its product, and loath to 
bore them with lengthy sales talks, the Pearl Brewery has insisted that its 
commercials be kept short. Our agency Pitluk Adv. Co., confines it to a 
brief opening and close which merely indicate sponsorship, and a middle 
commercial of from five to ten seconds to launch the slogan, ''Bottle of 
PEARL, please!" Of this deliberate brevity the pidjlic has been particidarly 
enthusiastic in its expressions oi appreciation. 

When our friends tune in so consistently, it's news they want, and it is 
our intention to give it to them. So we purposely keep our commercials 
short, and depend upon the continuous nature of our news service to do 
the selling for us. We know that a product can be put on the market with 
lots of initial ballyhoo, but our firm conviction is that it takes continuous 
advertising to keep it there. And it must be the kind of advertising that's 
in good taste. 

Many of our friends think we've leaned over backward in the matter of 
minimizing the commercial portion of our program. We know better. For 
the wholesome response we continually receive, both in personal communi- 
cations and in constantly broken sales records, is the soundest criterion for 
judgment. It is the one on which our procedure is based! 

We also use newspapers and magazines, but we are very fond of oiu' 
nightly Pearl Beer newscasts. This program does the kind of job for which 
other media are limited by their very nature, that is, the job of persojuiliz- 
ing a large brewery which is just as anxious to serve as it is to sell! 

MAY, 1944 


lE/ouble or 
,, Nothing/ 

no Member Stores Profit From 
Cooperative Radio Advertising 

Consolidated Grocers of B. C. 

More where these came from! 


WHEN the Consolidated Grocers' 
Co-operative Ass'n of B. C. was 
organized in 1928, there were 20 mem- 
ber stores. Today 80 stores are affiiliated 
with the association. Thirty-seven ol 
them are located throughout greater 
Vancouver, and the balance in the Prov- 
ince of British Columbia. Each store is 
independently owned and operated, and 
the buying for all is done on a \oluntary 
buying group basis. In this way, each 
member store has the piuxhasing power 
of a large chain. 

To publicize and ad\'ertise an organ- 
ization of this type, a radio campaign 
must be institutional in this time of 
"goods in short supply." Double or 
Nothing, which we took on in Septem- 
ber, 1942, on a six months test basis, was 
designed with the institutional approach 
in mind. At the end of the test period, 
every member of the organization unan- 
imously agreed that this CKWX series 
was doing an excellent job for Consol- 
idated Grocers' and that it should be 
continued indefinitely. We have done 
just that. 

Double or Nothing carries the name 
of Consolidated Grocers' to the house- 
wife while she is in a receptive mood, 
and a tie-in becomes prevalent between 
the name of the show and the name of 
the association. Thus, we feel that 
Double or Nothitig is especially adapt- 
able to a food industry at the present 
time, since it has direct appeal to all age 
groups. The length of time the program 
has been on the air indicates that Con- 
solidated Grocers' is convinced that 
Double or Nothing is an effective meth- 
od by which to kcvp the association be- 
fore the pid:)lic. Does the (^KWX show 
have listener aj^j^eal? We have as e\ i- 
dence the 25,611 letters received during 
1943 from listeners. And mark this. Let- 
ters recpiesiing admission tickets were 
not inchided in the figures! 

l)()ul)le or Nothing is a stream-lined 
(|uiz series similar to Take It or Leave 
It on the American network, and origi- 
nates from the C^KWX Playhouse each 
Tuesday night at 9:00 P.M. The mod- 
ern h'ttle tlieatre seats a])pr()ximately 175 



people, and (he program always draws a 
capacity audience. 

A pre-show of approximately 15 min- 
utes takes care of preliminary details. 
Necessary explanations are given, and 
the eight contestants (chosen at random 
according to numbered tickets they write 
for in advance) are seated on the stage. 
Each contestant fills out a form which 
gives the master of ceremonies conver- 
sational material, since the program it- 
self is, of course, ad lib. After a brief re- 
hearsal, the contestants are ready to go 
on the air. 

Sixteen different categories of all types 
of questions are assembled, and each 
contestant before coming to the micro- 
phone selects the category he wishes to 
disctiss. A list of the various categories 
is also motmted on a board for the bene- 
fit of the sttidio audience, and they range 
from Significant Dates to Radio Part- 
ners. Each contestant stands to win eight 
dollars. If he answers the first question 
correctly, he gets a fialf dollar or the 
privilege of saying Double or Nothing 
to the next question. To win the eight 
dollars the contestant must correctly an- 
swer five qtiestions. 

CoNsoLmATED Grocers' also gives its 
air audience a chance to participate in 
the series. Listeners may send in their 
answers to a question asked the previous 
week especially for the air audience, and 
the prize money is the total amount 
won by sttidio contestants. The prize 
winner whose letter contains a sales slip 
from any Ck)NsoLi dated Grocer is 
awarded dotdjle the amotint and when 
more than one person answers the ques- 
tion correctly, a drawing during the 
broadcast determines the winner. 

Ihe cast requires a master of cere- 
monies, in this case, Laurie Irving, one 
of CKWX's most experienced announc- 
ers, who is particularly well qualified 
for plain and fancy ad libbing. Com- 
mercials are handled by Ken Hughes. 
Staff organist Herbert Reeder is the man 
behind the Hammond electric organ, 
and it is this feature wliich makes pos- 
sible musical cjuestions as a part of the 
gi^e and take. 

When grocer 
William Allison 
was a wee lad in 
Scotland he and 
his sister each 
XV ere g i v e n a 
halfpenny e-oery 
Saturday. The 
bairns soon 
found that since 
sxveets were sold 
at a halfpenny Manager Allison 

each or three for 

a penny they could buy more prof- 
itably by spending this precious al- 
Icnuance collectively. 

That lesson sums up the basis of 
Consolidated Grocers' and coopera- 
tive buying. While association man- 
ager Allison was himself an inde- 
pendent grocer in Vancouver 20 
years ago, he organized the Consol- 
idated Grocers Co-operative Asso- 
ciation of British Columbia in 1928, 
has been its manager ever since. 

Since the series was begini as an insti- 
tutional vehicle, the commercials follow 
this idea. Example: 

"Welcome to another in the 
grand series of quiz programs . . . 
Double or Nothing . . . reaching 
your home every Tuesday niglit at 
9:00, and sent your xvay by Consol- 
idated Grocers Co-operative Asso- 
ciation of British Columbia. Make 
it a point to call in at your neigh- 
borhood Consolidated Grocers to- 
morroxv. You'll be delighted xuith 
the service, and the quality and 
economy of his merchandise. Each 
Consolidated Grocery Store is in- 
dependently owned, serving you 
with all the advantages and econ- 
omy of the Co-operative Associa- 
tion. You'll really enjoy shopping 
there, and you'll be wise to keep the 
sales slip of every purchase you 
make at your Consolidated Gro- 
cery Store . . . it pays double on our 
listening audience question, which 
xuill be given later in the program." 

MAY, 1944 


■'f Ill#- 

\\1icn Double or Nothing was first 
launched, the ptil:)licity campaign Avhich 
accompanied it inchided extensi\'e news- 
paper ad\'ertising through ads phiced by 
C:K\VX and phigs in dealer ads. A sj^e- 
cial pre\iew lor all dealers at a studio 
party thoroughly acquainted the mem- 
l)ers with the ])rogram and enlisted their 
supfx)rt. In addition to this special pro- 
motion, merchandising tic-ins inchided 
IIncis mounted in exciy (khxsori dated 
store window, and envelope sttifters were 
sent out by each of the various store 

Measures of this kind started the series 
off with a sizeable body of listeners. 
Other measures wdiich continue to in- 
crease the tune-in, to draw capacity 
studio audiences and also to keep the 
C>)NsoLiDATED Grocers' name before the 
public: a studio stage banner hung each 
lUesday evening; a card display in the 
studio entrance show-case, and special 
tickets of admission distributed through 
the mail each week on request. In each 

9 (Above) . . . What is one man's meat 
is another's poison. Contestants may se- 
lect one of the 16 categories of questions. 
Both listeners and members of the studio 
audience get an inning on CKWX's 
Double or Nothing. 

case-, there is a graphic renn'nder that 
C^oNsoEiDA rED (tRocers' prcscuts the 
weekly Double or Nolhi}ig featmx o\er 

It is the combination ol an entertain- 
ing program with adecjuate promotional 
backing that has made this series elfec- 
ti\(' for G(>NsoLn)AiED Groc:ers'. By 
using the institutional approach, the 
prestige of each member store is en- 
iianced. Vhc fact that members are 
unanimous in their appro\'al indicates 
that tile usefulness of the j^rogram is 
not limited to Vaiuouxer, but rather 
extends thioughout British Ck)luiiibia. 



elodies Tailor Made 

Consistent Radio Schedule Way 
to Win Friends and Customers 

by WILLIAM CANNON, owner. 
Cannon Tailoring Company 

9 Broadcasting represents the (jiiitk- 
est way to conmuuiicate with millions 
of people. When President Roosevelt 
wishes to make an important announce- 
ment to the people, he makes it to the 
entire nation in its own homes at the 
same time that the rest of the Americas 
are listening. 

If radio is that important as a social 
force, the Cannon Tailoring Co., Cleve- 
land, O., figiued that it was a medium 
that it coiddn't afford to overlook. In 
193() we branched out into the retail 
field, and at that time we pinxhased a 
small store just around the corner from 
the Public Square in the heart of down- 
town Cleveland. Almost at the same 
time, we bought otir first radio program. 
We realized the importance of obtain- 
ing the best possible medium with which 
to present our story to the public! 

Cannon Tailoring has never given 
up that radio program, and today the 
firm that was almost unknown in 1936 
is known to 80 per cent of the people 
of Cleveland. We attribute this unques- 
tionably to our W^CLE program of mu- 
sic. During this time the store has been 
enlarged from one to three floors, and 
it now employs 120 people. For that, 
too, radio can take its fidl share of the 

In addition, Cannon Tailoring has 
made \ery extensive post-war plans for 
the enlargement of its women's depart- 
ment of custom-made suits and coats, 
and of coiuse radio will play an impor- 
tant part in establishing that depart- 

What is this astonishing program 
which has produced such amazing re- 
sults? It's a simple half-hour Siuiday 
program of popular ballads. AVith Dick 
Olleren as master of ceremonies, the 

Irish Program is heard at 2:?A) P.M., 
with organist Helen Wyant and the 
Irish Ensemble. 

Originally the program featured onl\ 
Irish melodies, but there were so many 
requests for poptdar tunes and old-time 
favorites that the series now has a more 
varied selection. 

It has been oin- experience that the 
better established a program is, the less 
important the commercials become. Very 
little time is given to commercial copy 
on otn^ program, and the music is the 
main featiue. In other words. Cannon 
1 ailoring lets the editorial content of 
its program do the work for it. Oiu' 
Hooper rating indicates that with this 
combination we have developed a large 
listening audience, and with a consist- 
ent radio schedule the name and fame 
of Cannon Tailoring has penetrated 
the consciousness of that group. W^e're 
convinced that this is the reason that 
when either a man or Avoman think of 
custom-made clothes, they think of us. 

His (mm best 
(idiX'rliscment is 
nattily attired 
William John 
Patrick Cannon, 
whose interest 
in cutting, de- 
signing and tai- 
loring first took 
shape at the ten- 
der age txoelve. 

Knoivn as "Bill" throughout the 
trade, Irish as the Blarney stone, he 
is a natnu' C I ex>e lander. Very much 
a jamily man, he is obviously proud 
of, dex'otcd to, his five children. 

MAY, 1944 



RADIO SHOWMANSHIP welcomes unusual photo- 
graphs of merchandising stunts used by businessmen to 
promote listener interest in their radio programs. 

Radio Goes to a Party 


• (Left) . . . When the Belli 
of the Southland, alias Glenna 
Calloway, celebrated the pro 
gram's first birthday, it was s 
HOLSUM cake, of course, 
Waiting for their cuts are (left 
to right) WSIX president, Jack 
M. Draughon; AMERICAN 
BREAD CO.'S general man 
ager, Bernard Evers; WSD^ 
commercial director Gene Tan 
CO.'S advertising manager, D« 
Bow Sparks, and WSIX pro 
gram director Jack Wolever 
(For story, see Airing the New 
p. 166). 

© (Right) . . . For the best 
story of pioneer days in 
Idaho, Ted Falk, executive 
of the FALK MERCAN- 
TILE CO., Boise, Idaho, 
awards Mrs. Pauline C. Pirn 
the 75 dollar War Bond 
first prize. (For story on this 
KIDO feature, see Airing 
the New, p. 168). 




.'°"'*«, ,.„,,,„ 

• (Above) . . . Snowed under 
with mail is Jane Weston, con- 
ductor of the WOWO Modern 
Home Forum. (For story, see 
Proof O' the Pudding, p. 175). 

MAY, 1944 

® (Above) . . . Commercials are modeled before a 
studio audience on WPAT's Luncheon with Helen par- 
ticipating feature. Modeled here are HARRY KAYE 
FURS, Paterson, N. J. Studio audiences are awarded 
product samples. In the case of furs, the gals were pre- 
sented with Gold Bonded Certificates entitling them to 
free fur coat storage. 



New radio programs worth reading 
about. No result figures as yet. 


ST. LOUIS HEROES While a prophet 
may be without honor in his own coun- 
try, quite the re\erse is true ot heroes. 
In St. Louis, Mo., the Purity Bakeries 
Sermce Corp. pays tribute over KSD to 
.S7. Louis Heroes. Ahhough the Sunday 
afternoon half-hour show changes for- 
mat from weelc to week, the first broad- 
cast co\ered many fighting fronts: stories 
of two local heroes; news of citations for 
a number of others, and a description 
of a major battle with the spotlight on 
the part St. Louisans played in it. With 
sound effects and background music, 
three announcers did dramatic readings. 

Evidence that one i:)iece of informa- 
tion leads to another: information about 
St. Louis heroes first came from press re- 
leases and Army and Navy reports, was 
later supplemented by public relations 
officers. Loday the work and rewards of 
Si. Louis' fighting men comes from hith- 
ei and von, is ilie sul)je(t ol a large KSI) 

Only (onuiiercial note struck on ihc 
jiiogram by PiiRrrv Bakerus: one brief 
(onnnercial annoinicement. Promotion 
lor tlie program began with a Pi R^r^ 
salesman's bancjuet at which addresses 
by two St. l^)uisans back irom the front 
were featiued. Some ■^. ')()() retail groccis 
carrying lAVstEE Bread received jnr 
sonal letters announcing the show as 
well as window stickers and disj)la\ 
cards. .Mention of .S7. Loui.s llrrors was 
also iiiacfi on I a^siee Bread's KSD 
newscasts. 1 o paiciils of men to be men- 
tioned in the show and to oigani/ations 

of which these men were members go 
personal announcements. Former em- 
ployers of the fighting; men also receive 
announcement cards for plant or office 

AIR FAX: How the format worlcs in practice is indi- 
cated by this slceletonized version of the first broad- 
cast: show opened with the personal appearance of 
a St. Louis flier who had dropped a half-ton bomb 
on an enemy vessel at Truk; next, a staccato series of 
citations for St. Louisans: then, against a baclcground 
of the Marine Hymn came a description of the Battle 
of Tarawa, with brief quotations from 1 1 local fight- 
ers who had been there; finally, the program present- 
ed a quiet reading of a letter home by a St. Louis 
tank officer in Italy, ending in martial music and 
the announcement of a citation of heroism for the 
letter writer. The appearance of the officer's father, 
with an appeal to the listening audience to remember 
what the boys at the front are going through, round- 
ed out the 30-minute tribute to local fighters. 
First Broadcast: March. 1944. 
Broadcast Schedule: Sunday afternoon, 30 minutes. 
Sponsor: Purity Bakeries Service Corp. 
Station: KSD, St. Louis, Mo. 
Power: 5,000 watts (d). 
Population: 1,557,479. 

COMMENT: An interesting and elfec- 
ti\e program backed up with plenty of 
promotion is what makes for radio suc- 
cess. With the varioiLs tie-ins here, the 
sponsor builds both dealer good will and 
consinner preference in a way tc:) point 
a moral for anv organ izatic^n whose ad- 
\ertising problems are two-forked. Co- 
ordinated advertising activities do more 
than increase the tune-in. They also 
deepen the penetration of the sales mes- 


power of suggestion packs a greater wal- 
lop in \erse than in prose is the conien- 
lion of the A\ieric:an Bread Co., Nash- 
\ilk\ Ten 11. .\ two-line doggerel for 
lloEsiM Bread is its tested recipe icM' 
getting the listener's ear on licllc of the 
Southland, a W'SIX feature. 

"To he sure ol (lie best iviih I lie 

i^) ('(lies I of ('(ISC, 
Don't s(i\ -hycdd', ,sy/y /lOI.Sl'M 


lo create (onsimur prtlereiHc, thai iii- 
tioducloiA theme is followed by a pert.^^^ 
■■/Icllo yon all." Each dav at 12:15 P.M.. 
■"/lie Bread of the Southland, JIOL 
SIM, //resents the lielle of the South 



hind. (•IcniKi ( 'til loii'dx . hi) jiKum tiinl 


Willi I Ik ( \( ( |)I k hi I >| I Ik oj x ii iii" 
.111(1 (Immml; oik s(|iI(IK( .iiiik)IIII((I |)I( 
s( III .11 loll m.ulc o\ ( I I Ik I Ik iik soil'.;, i li< 
( jii.ii U I lioiii IS ( !.iil<)\\.i\ .ill I Ik w .i\ 
I Ik llrll, ul III,- SoiilhhnnI |)l.i\s Ik i 
own |)i.iiK> .!( ( oi II I ).i n I iiKiil , I III 1 1 )( ill* ( s 
Ik I ( iw n iiiiiiilx I s. I UN Ml OIK ( oiiiiiK I 
( on ( .i( h |)i ol;i .iiii in mu Ii .i iii.iiiik i 
.IS io iii.ikc II |) lish iiiiil;. 

lo i^cl (onipicic iishiKi (o\(i.ii;c. 
jjoi si Ms s(lu(lnl( on \\S|\. in .uldi 
lion lo iliis si\ limes \s((kl\ sci ics. in 
(huUs loni s|)oi .mnoiiiK cincnis (l.iiK. 

M\ IK\\s(.|s|s .1 \\((k. .Iiul .1!) (\(llin'^ 

li.ill honi wtikls show. 

\IK l-AX: In liiT second for this sponsor, sonj:- 
hinl CJ.illoH.i> is also heard on Nashville Varicli •«. 
«as forim-rU foatured vocalist on an NBC' orchestra 
iiiulor the naino of Rosalie Wayne. Jack Wolever 
handles script and production. 
tint Broadcast: January 15, l*)4r 

Broadcast Schedule: Monday through Saturday. 
12:15-12:JO P.M. 
Preceded By: News. 
tolloued By: Music. 
Spotisor: American Bread ("o. 
Staiioti: WSIX, Nashville. Tenn. 
I'oner: 5,000 watts. 
Population: 167.402. 

COMMENT: \\\v more (omplcle ihc 
(()\craL;i\ \\\v ^icalfi the itUii ns. ;is ;iil 
Miiiscis who \\d\\\ lo reach ihc 
.milic'iuf well know. A \aricd j^roi^rain 
sclu'cluit (oiisi.sleiuly used, taps i'\{r\ 
l(\el ol lisieiiei- prclereiue. For iis ahil- 
ii\ lo reach ihe mass audience, a sc hecl- 
iik ol news, nuisie and spot aniiounce- 
menis is hij^li in laxor. (Foi ])ic, sec- 
Sli()\rni(inM ()()f)s. /;. l^f.) 


lame out ol the program \at loi the 
\ii.As Hriwinc; C-c).. Clhieai^o. 111., indi- 
(.ites that there is pleiitx brewiui; aiuoni; 
the concjueied peoples ol the \vorld. 
\ctual activities ol the Euiopean uiulei- 
,i;rc)uiul are draniali/ed on this \veekl\ 
ciuaricr-hour set ics. 

In Holland. France, | ugoslax ia . 
(ireccc. Norwax. e\cn in Geriuam. men 
and women daih risk e\cr\thin^ lor 
Ireedom. This is (he riulryo^roufKl! 

I 1 lie stoi ies smu^i;lcHl liom F.nroj)e 

anlli(iiii(ai( iIk s(II|>!s, iii.ikc tor ^chmI 
lish nini; and ^ood i.itho SiiMaJnin^ 
pMoi lo I Ik \ I I \s sponsoi siiip. t lie scr irs 
is now s(Ik(IiiI<(I loi .1 ►'^-wcc'k run. 

MR I AX: t,r,t Br,.aJ,j,i I »hru«rv. IQ44. 
Il,,;idiatt Sihrdulr: Sunday. 6:457:00 I'M 
r,.ueded By: Nrn.. 
I •'lloned B> : Vlaltrr l'id|{*on. 
N/>ii>iw>r ; Atlas Brrwinic ( u. 
Si,,i,„n: \X BHM, Chicago, ni 
/'..»<r.- M>,()00 wdtl*. 
I'opulation: i. 440. 420. 
iKency: Arthur Mryerh«»fT X Co. 

f^OMMENT: I )o( iiiiK ni( (I |>ioi;i.iins ol 
ihis kind lah st ( oiid onl\ lo news If- 
poilim; ilsell in sit^nihc .mhc, arc 
ol \ilal inleiesi lo lishiKis. \d\ ci I istTS 
who sel( ( I ihis I \ p( ol |)nl)li< sei\i(C 
hioachasi (.tii he siiK iIk olhiin^ wide lisleiiel s|ii|). 


cradle and ilu ,L;ra\e. ilu Jouriwy Inlo 
Life lakes mankind down devious pallrs. 
To i^ixc l)ocl\ and suhsiaiue lo thai one 
xvhich is straight and nanow. the \i\v 
III i loi M)\ii()\. 1 .OS Angeles. (!al.. ol 
leis i\lA(; lisuneis a Siindav (juaricr- 
hoiir sei ies ol achentines into the- un- 

Fac h loiDiK'x Into Life takc-s ilu- lis- 
tening; audience into stian^e l.mds and 
amoni; strange peoples, presenis mxsii- 
Ivinj; aspects ol lile. Instrumental and 
choral music embellishes these liitle- 
knovMi IraL^menls ol hisiorx. Man who 
weaxes the lia^ments toL^cther lor \ i w 
Fill 1()IM)AII().\ is ,\le\andei .\larkc\. 
Series is scheduled lor a .")'J\vei k inn. is 
s])()ns()r"s Inst ladio experience 

AIR FAX: First Broadcast: January 2 3, 1944. 
Broadcast Schedule: Sunday, 6:00-6:15 P.M. 
Preceded By: First Congregational Church. 
FiUoned By: Music. 
Sponsor: New Life Foundation. 
Station: KFAC, Los Angeles, Cal. 
Poner: 1,000 watts. 
Population: 1.504,277. 
-I^ency: Smith & Bull Adv. 

COMMENT: While iclis;i()us ori;ani/.i- 
tions were anions the lirsi lo see the 
possibilities ol radio, still make eonsist- 
(111 use ol lime, miic h remains lo be 

AY, 1944 


done in the field of programming for 
this group. Series here is designed lo ap- 
])eal to a Avide listenership. 

Department Stares 

ANSWER MAN A\'hat the next mail 
will bring is something that The 
Answer Man never knows. "Did George 
Washington ever see an elephant?'' 
might have sttimped some people, but 
not Tlie Answer Man. "The Father of 
His Country saw an elephant in Phila- 
delphia on August 25, 1796. He paid 
S/.75 to see it, and its name was Old 

Some 5,000 information seekers send 
qtieries to AVOR's Answer Man weekly, 
and whether the question asked is an- 
swered on the air or by mail, every ques- 
tion rates a reply. It took six months of 
research to find the answer to this: 
"What is the oldest business concern in 
the world?" In due time, researchers had 
the dope. 

W hen the R. H. Macy & Co., Inc., 
New York city, posed this one: "What 
type of program shall we buy?" its an- 
sw^er was to expand its use of radio to 
include sponsorship of The Answer Man 
three times weekly. Contract is for 52 
weeks, and supplements Macv's station 
Ijreak announcement campaign on four 
local stations including WOR. 

On each broadcast, and through no 
other source, Macy's advertises three 
merchandise values to be on sale for the 
next three days. Commercials follow 
j>rogram foi mat, are presented in ques- 
lion-and-answer form. W^indow displays, 
general advertising, direct mail and store 
posters back up the efforts of producer 
Bruce Chapman. 

AIR FAX: First Broadcast: March 27, 1944. 
Broadcast Schedule: M-W-F, 7:15-7:30 P.M. 
sponsor: R. H. Macy 8C Co., Inc. 
Station: WOR, New York City. 
Power: 50,000 watts. 

COMMENT: When advertisers feature 
ladio specials, it shoidd be remembered 
iliai response is often cumulative. The 
(l(\i(e may click from the start, but it 
m;i\ lake a j)cii()cl ol time to build up a 
p(t-(l()li;ir Kluin. All lo the good is the 

tie-in here between program and com-, 

Department Stores 

lamed for its skx-scrapers, other evi- 
dences of man's inventiveness, not to be 
overlooked is the fact that men and 
women still live who plowed the earth 
with oxen, lived in sod houses, and who 
sinvived only throtigh their own efforts 
and nature's bounty. Many of the ex- 
periences of these old-timers are mi- 
known to the historian, some are not 
fidly recorded, but all of them are a part 
of the heritage of everyone in these 
United States. 

To give the people of Idaho reason 
for pride in the star on Old Glory that 
represents their state, the Falk Mercan- 
tile Co., Boise, Idaho, offers Talk's 
Pioneer Parade over KIDO. Dramatiza- 
tions of little known historical events 
taken from those pages of history that 
represent the early days in Idaho are 
presented weekly. 

Series began last November lo com- 
memorate the seventy-fifth birthdav of 
the pioneer department store of the city, 
and Falk's original intention was to 
use the series for a one month j^eriod 
three times weekly. For all stories ac- 
cepted for program dramatizations, 
Falk's offered a 75 dollar W^ar Bond. 

So successful was the series that what 
started as a special series now continties 
on a weekly schedide, will continue for 
an indefinite period over KIDO. For -U) 
minutes every Sunday, listeners follow 
in dramatic form the story of Idaho's 
j^rogress from the earh days. 

AIR FAX: Adapter and producer of original stories 
based on historical fact is KIDO's Cass Stevens. 
Series is presented by Sid Martoff. 
First Broadcast: November 1, 1943. 
Broadcast Schedule: Sunday, 9:00-9:30 P.M. 
Preceded By: Bob Crosby. 
Followed By: Reverend Fuller. 
Sponsor: Falk Mercantile Co. 
Station: KIDO, Boise, Idaho. 
Power: 2,500 (d). 
Population: 160,000. 

COMMENT: Listeners gain more ihani 
a pride in the history c:>f ]:>rc)gress in aj 
historical series of this kind. 1 hev also 



gather ail appreciation of tlie part the 
sponsor has played in this development. 
Advertisers with an institutional ax to 
grind might well make greater use ol 
material of this nature as a whetstone 
that will put a razor-sharp edge on lis- 
tener interest. (For pic, see Showfium- 
scoops, p. 164.) 

Home Furnishings 

country needs is not a good five-cent 
cigar but more local news if current 
surveys indicate which way the wind 
blows. While listeners cannot always re- 
call the names of far-away battle scenes, 
they can quote names and places when 
the fire, robbery, wedding or what have 
you is a local one. 

\Vith that in mind, the Seal"^' Mat- 
tress Co. put its money on Trexlcr and 
the News heard six times weekh over 
AVMPS, Memphis, Tenn. AV^hile news- 
caster Trexler doesn't give national news 
the cold shoulder, it's local news that is 
the fair-haired child. 

AIR FAX: Opening and closing sound effects give the 
Flash news idea. Two commercials in the body of the 
program keep the sponsor's name before the public. 
Broadcast Schedule: Monday through Saturday, 6:30- 
6:45 P.M. 
Preceded By: Music. 
Followed By: Confidentially Yours. 
Sponsor: Sealy Mattress Co. 
Station: WMPS, Memphis, Tenn. 
Power: 1,000 watts (d). 
Population: 292,492. 

COMMENT: Advertisers with an eye to 
ihe luture might well consider the pros- 
pects for local news. Because war has 
created a news listenership as big as all 
out doors, a swing to local news after the 
war will pay di\ idends. 


CRYSTAL CHORUS As a crystal clear 
reflection of its prestige, the Kansas 
City Fire & Marine Insurance Co., 
Kansas C^lity, Mo., presents KMBC lis- 
teners with the Crystal Chorus. For the 
weekly Sunday afternoon series Home 
Office employees are the musical ^()ice 
of Kansas C^ir^ Fire & Marine. 

C^ommercial message is institutional 
in nature, is delivered alternately by an 
officer or a member of the company's 
board of directors which includes Mid- 
west industrialists, bankers, realtors and 

air FAX: First Broadcast: January 30, 1944. 
Broadcast Schedule: Sunday, 12:45-1:00 P.M. 
Sponsor: Kansas City Fire & Marine Insurance. 
Station: KMBC, Kansas City, Mo. 
Power: 5,000 watts. 
Population: 602,046. 

COMMENT: Radio, actively merchan- 
dised, can be profitable to almost any 
type of advertiser; time and again, na- 
tional organizations have found that it 
isn't only charity that begins at home. 
Invaluable as a business asset is the fac- 
tor of hometown pride, support and 
good will. With radio, the advertiser has 
a chance to personalize these assets. 

Men's Wear 

JIVE AT 11:05 Call it swing, jazz, or 
just hot music, it's still American music 
with origins deep in the glamorous past 
of colorful New Orleans. Lectures and 
concerts with and about the men cred- 
ited with creating and fostering this mu- 
sic have been not-so-scholarly lecture 
topics at New York and San Francisco 
Museums of Art. National magazines 
have given feature spreads to the sub- 
ject. Hollywood has foctised the camera 
on it. 

In San Francisco, Cal., not bringing 
til em hack live but on record is what 
makes for tuneful listening, builds busi- 
ness for the Howard Ceothing Ca). 
Broadcast from special studios in the 
Downtown Bowl, S300,000 bowling 
and sports building, is Jive at J 1:05. 
Some 201) hep cats turn out weekly to 
hear and see. Collectors bring highly 
prized records, thus give listeners a 
( hance to hear platters that can be rare- 
ly heard, even more rarely purchased. 

air FAX: Voted for two successive years San Fran- 
cisco's most popular man of music was producer- 
emcee Ted Lenz. 
First Broadcast: 1942. 

Broadcast Schedule: Sunday. 11:05-11:20 A.M. 
Sponsor: Howard Clothing Co. 
Station: KSAN, San Francisco. Cai. 
Power: 250 watts. 
Population: 637,212. 

MAY, 1944 


COMMENT: While ihc besi in Ameri- 
can folk music may please the fancy of 
the music lover, it also draws the hep 
cat. Record chibs indicate a tremendous 
interest in this very field. Together, it 
adds tip to a tremendous audience po- 
tential lor anv ad\ertiser. 


of ground may be no larger than a 9x12 
rug. It may even consist of a mere win- 
dow box. But to Americans anxious to 
do iluir part in the Food Fights for 
Freedom battle, it's a Victory Garden! 
Only hitch in the git-along: to those 
with or without green thumbs who have 
ne\ er before given so much as a passing 
nod to seeds and soil, to achieve a rad- 
ish, onion, carrot or tomato is some- 
thing else again. 

7() those seekers after knowledge, 
WTBR, Baltimore, Aid., offers its Vic- 
tory Garden Club of the Air at a time 
when the mysteries of gardening are 
most apt to be uppermost in the minds 
of these tillers of the soil, namely, at the 
Sunday dinner table. And on the theory 
tliat there's more to gardening than 
dropping seeds in hill or row, the series 
is scheduled for 40 weeks, will take the 
gardener through the har\est season. 

lied-in with the program is every 
recognized garden agency in the area. 

Professional gardeners provide a step- 
l)\-step garden work-log as the contribu- 
lioii of the National Association of Gar- 
(Icncis. From the Maryland State Xins- 
ciymen's Association comes cidtinal in- 
formation on tree and bush fruits. 

Where and how to plant shrid)s, how 
to a( hie\e the greatest beauty from a\ ail- 
able ground, othei 
iopi(s of this natmc. 
aic discussed loi 
the benefu of those 
whose spirits are 
willing but whose 
gaidfuiug experi- 
eu((s arc meager. It 
adds up lo a short 
(ou)sc ill ornamen- pl;i u I i iigs and ^„ 

landscaping for the would-be tillers of 
the soil. 

Activities of the Federated Garden 
Chd)s of Maryland are also publicized 
on the program, and the organization 
sponsors variotis garden projects in co- 
operation with \VFBR. State wide co- 
ordination of Victory Gardening is 
super\ised by the Maryland State Vic- 
tory Garden Committee, and de\elop- 
ments are broadcast each week. Listen- 
ers get recommendations and advice 
from the State Extension Service of the 
Uni\ersity of Maryland. 

How the Victory Garden Section of 
the Civilian Mobilization Committee for 
the city of Baltimore shows its colors: 
the organization directs the activities of 
local gardeners, judges the commtmitv 
gardens worthy to receive the WF'BR 
Award of Merit. On the basis of its de- 
cision, a garden consisting of groups of 
20 or more persons organized and spon- 
sored by inchistrial plants, chtirches, 
apartment houses, civic and fraternal 
grotips will be entitled to lly an Ameri- 
can flag and an award pennant from the 
center of the garden plot as its Award 
of Merit. 

Devoid of annoiuicer-spoken spot com- 
mercials, advertisers profit from a new 
type of prodtict presentation. Radio 
gardener not only tells his listeners how 
to garden, but also what to use, where 
to get it and how to use it, refers to 
]:)r()ducts b\ name in his reconnnenda- 
lions to home gardeners. Each partici- 
j)ating sponsor is guaranteed a niini- 
nunii of 20 such announcements dining 
the series. 

AIR FAX: First Broadcast: February 13, 1944. 

Broadcast Schedule: Sunday, 12:30-1:00 P.M., Feb- 
1 uar> 13 through November 12, 1944. 
Preceded By: Moreland Memorial Chimes. 

Followed By: News. 

Station: WFBR, Baltimore, Md. 

Power: 5,000 watts. 

Population: 859,100. 

COMMENT: High local 
concentration of home gar- 
deners offers manufactur- 
cis and growers a tremen- 
dous dollar-foi-dollar re- 
luni. \'ery much to the 
good is the depailiuc here 



Iroin the ( iistoniarN ( oninui ( ial i)Iii^. 
Acl\enisc'is arc- almost (cilaiii lo bciulii 
Irom this new t\|)c ol prodiui ])rcs(n- 


Daxton, ().. listeners food for thought 
in a twice weekly news diet is Ci;lp's 
(Cafeteria. On the theor\ that straight 
news is like meat and potatoes without 
salt and pep}3er, Ci'Ep's flaxors its (juar- 
icr-hour with more than a chish of sho^v- 

What WHIG listeners get is a Ncios- 
pdpi-y of the Air with musical bridges 
between the \arious sections. Battle 
front news, A\'ashington happenings, 
^^'omen's page, sports page, et al, are cov- 
ered by two male announcers, one fem- 
inine spieler. Page one brings the head- 
line news. Before listeners finish with 
the last page of the imaginary ne^vs- 
paper, every section of the standard news 
sheet is given the once over. 

True to life and standard practice, the 
masculine voice predominates on each 
page, with an occasional news run for 
editor-in-chief Madeline Wise. Only on 
the women's page does writer and pro- 
ducer \Vise get complete say-so. 

AIR FAX: Newsmen Don Wayne and Jolin Murphy- 
turn the pages. 

First Broadcast: November 9, 1943. 
Broadcast Schedule: T-S. 9:00-9:15 A.M. 
Preceded By: Richard Higham. 
Followed By: Kitchen Kapers. 
Sponsor: Gulp's Cafeteria. 
Station: WHIO, Dayton. O. 
Power: 5,000 watts. 
Population: 3 38,688. 

COMMENT: While news is a tremen- 
dous factor in the increased radio tiuie- 
in the country over, the advertiser whose 
news program includes a dash of show- 
manship does more than extend the 
scope of his coverage currently. He is 
also taking out post-w^ar listener insur- 
ance against the day when news per se 
^vill lose some of its present potency. 


SINGING MOTORMEN W hile the great 
of the motion picture world may hope to 

a(lii(\c one Osfnr, treasure it above all 
else il it (omes tlicii \\a\. the (.iORC.iA 
i'owi R Cio., Atlanta. (»a., has iouj ()s((ns 
with which it stores up listener treas- 
ures in the radio hall of fame. Xiche 
which the quartet made up of trolley 
and bus operators fills: a weekly (juarter- 
hour of music o\er W' AGA. 

When the (.i()R(;iA Powi.r i'.o. drew 

from its own family for the talent in the 
new program series, gave the nod to the 
four Oscars, the quartet was no pig-in- 
a-poke. For more than a year the four 
employees had been harmonizing in bal- 
lads, iiymns, novelties, other popular 
tuneful earfuls, to the delight of civic 

As ambassadors of good will for the 
Georgia Power Co., the Singing Motor- 
7nen are 24-carat gold, are symbolic to 
WAGA listeners of the friendly organi- 
zation which daih carries Atlanta's 
workers from home to job and back. 
Super\ised by Georc;ia Power's Jim 
Stafford, the series also serves another 
purpose: through it commuters are giv- 
en tips whicli spread the transportation 
load more evenly throughout the day. 

AIR FAX: First Broadcast: November, 1943. 

Broadcast Schedule: Thursday, 9:15-9:30 P.-M. 

Preceded By: Raymond Gram Swing. 

Followed By: Stop or Go. 

Sponsor: Georgia Power Co. 

Station: WAGA, Atlanta, Ga. 

Power: 5,000 watts. 

Population: 1,333,200. 

COMMENT: Where employee morale 
and public relations are involved, there's 
no end of the line. Definitely on the 
right track are advertisers who use radio 
as the main line to both destinations. 
While most programs of this nature par- 
take of the variety show, the series here 
indicates that the few can represent the 

MAY, 1944 




Promotions and merchandising stunts that 
will lift a program out of the ordinary. 

Automobile Supplies 

PUT AND TAKE Ihiity pieces of silver 
are what make llie wheels go round for 
Flit and Take quiztestants and for local 
distributors of the U. S. Rubber Co. In 
Columbia, S. C, some 250 persons get 
tickets on request from the Royal Tire 
Service, local U. S. Tire distributor, for 
the 30-minute WIS weekly broadcast. 

What keeps the audience at the Co- 
lumbia Hotel's Crystal Room on its toes 
is the free-for-all mental battle between 
various civic organizations. Each group 
is represented by three contestants, and 
each group has its own announcer. Ques- 
tions are taken by quizee from a page 
boy, are then passed on to the announcer 
who asks the question. 

Questions come from the listening 
audience, and the ante for each question 
used on the series is two smackers. Twist 
that makes this series something new 
under the sun: each of the six contest- 
ants starts oft w^ith a drawing account of 
five dollars. For every correct answer, a 
silver dollar is placed in the contestant's 
purse. When a question is muffed, the 
(onteslam parts with one of his dollars. 
Thai dollar, plus another from the spon- 
sor, goes into the jack-pot. 

While each cc^nteslant may keep the 
dollars he earns for correct answers, the 
jatk-pot money goes to the team making 
the best score at the end of three rounds 
of ((>mj>etiti()n. Six (jiicstions polish oil 
one round. 

AIR FAX: A copyrighted feature produced by Edwin 
Brown of New York City, ttie show is locally staged 
for local distributors of the U. S. liubber Co. In 
Columbia, S. C, contestants have included Roury 
vs. Kiwanis; I. ions vs. Civitans; Senior Chamber of 
Commerce vs. Junior Chamber of Commerce; Colum- 

bia Army Air Base vs. Fort Jackson, and Dreher 

High School vs. Columbia High School. 

First Broadcast: March 12, 1944. 

Broadcast Schedule: Saturday. 7:00-7:^0 P.M. 

Preceded By: Music. 

Followed By: Grand Ol' Opry. 

Sponsor: U. S. Rubber Co. 

Station: WIS, Columbia, S. C. 

Power: 5,000 watts. 

Population: 82,810. 

COMiMENT: While national advertising 
in local newspapers has been standard 
practice for years, local radio programs 
lor national accounts is only now mak- 
ing a name for itself in the annals of 
advertising. W'ith such programs, advei- 
lisers profit from a local angle that has 
not pie\iously been de\elope(l. 


SQUARESHOOTERS Stories of early life 
in the West, heroism of dogs or horses, 
other action crammed yarns, are what 
bring the moppets to the radio five times 
weekly, but what gives Uncle Billy his 
stand-in with parents are the basic moral 
standards implied in each and every 
story as it unfolds over CjBC, Toronto, 
Ont., for the Purity Bread Co. 

That his youthful listeners may be 
Squareshooters in every sense of the 
word, they are organized into a Square- 
shooters club. As members in good 
standing, each signs a pledge card, re- 
ceives a Squareshooters emblem to be 
sewn on sweaters. Evidence that the 
small fry have taken Uncle Billy into 
their complete confidence is the fact that 
after 20 broadcasts, mail reached the 
1.50 per day level. \\'hen the series had 
been aired for ten months on CKW^X, 
V^ancouver, B. C., mail count totalled 
70,000 letters, and the program had the 
endorsement of parents and leading 
( ivic authorities. 

AIR FAX: Uncle Billy, otherwise known as George 
Hassell. tells stories, sometimes compieie in one pro- 
gram, sometimes serialized over several days, never 
refers to his audience as children but rather as Youn^ 

First Broadcast: February 7, 1944. 

Broadcast Schedule: Monday through Friday, 5:1'5- 
5:iO P.M. 

Preceded By: Hop Harrigan. 
Followed By: Music. 
Sponsor: Purity Bread Co., Toronto. 
Station: CJBC, Toronto, Ont. 
Population: 875,992. 
Agency: A. McKim 



COMMENT: Ally good program will 
gradually attract listeners without mer- 
chandising, but successful advertisers use 
proven methods to build the consumer 
audience Taster and to cash in more 
fully on the program's audience appeal, 
(^liil) emblems have worked time and 
again for niunerous sponsors. 


A SONG AND A STORY If the old ad- 
age, "nicryone loves a lover," is true, 
then the same holds true for the stories 
they tell, the songs they sing. For almost 
every one, certain melodies are synony- 
mous with love's young sweet dream. In 
Baltimore, Md., Eddies' Super-Market 
gives listeners a chance to cash in on 
such memories. 

Listeners young and old are invited to 
contribiue stories and the songs associ- 
ated with romantic incidents. To the 
author of the best letter each month, 
Eddies' presents a 25 dollar War Bond. 
Program content: letters submitted 
weekly. Comments Norman Gladney, 
director of radio, Leon S. Golnick & 
Associates Advertising Agency: ''Mail 
response has been phenomenal." 

Letters are held in strict confidence, 
and names are not divulged. Appropri- 
ate theme song: Indian Summer. Open- 
ing and closing spots read by announcer 
invite listeners to send in letters, explain 
the idea behind the series. Divided into 
six parts is A Song and Story. Music is 

Two commercials center around 
Eddies' Super-Markets services, and 
since the chain is located in four outly- 
ing communities, all copy is written 
with an eye toward reaching Baltimore 
County, rather than the city itself. 
Example: "Remember, folks . . . whether 
you live in Dundalk, Stansbury Manor, 
Sparrows Point or Aero Acres, yon'll 
always receive quality seiuice . . . qual- 
ity products. Shopping is easy at Eddies'. 
The abundance of fresh vegetables and 
fruits coming in daily from every section 
of the country make for a variety that's 
Jtard to match. And while Eddies' have 
established themselves as the meat spe- 
cialists in Baltimore County, they're tops 

in every other deparl nicnl . Yon < an find 
this out for yourself." 

air FAX: First Broadcast: March 12, 1944. 
Broadcast Schedule: Sunday, 2:30-3:00 P.M. 
Sponsor: Eddies' Super-Markets. 
Station: WITH, Baltimore, Md. 
Power: 250 watts. 
Population: 859,100. 

COMMENT: Showmanshijj here helps 
jnu the listening audience in a receptive 
mood. Too, the radio series appeals pri- 
jnarily to the very age group which is 
the greatest buyer of grocery products. 
1 he institiuional approach enhances the 
})restige of each individual store. 


helpmate Being a Flelpmate in name 
and deed for listeners with a yen for 
flower gardening is the Cudahy Pack- 
ing Co. for its Old Dutch Cleanser. 
Its springtime, good will merchandising 
offer: 12 packets of Show Garden flow- 
ers. If purchased through ordinary chan- 
nels, the seeds would cost $1.95. Help- 
mate listeners get the whole caboodle 
for 25 cents, plus two windmill pictures 
or labels. 

Early in February, dealers received 
large colored sheets illustrating the seed 
packets and giving offer and campaign 
details. In addition to this point-of-pur- 
chase display, small descriptive slips 
were furnished on pads bearing a cou- 
pon. Customers could send in the cou- 
pon, get the seeds in accordance with 
instructions printed on the pads. 

air FAX: Helpmate serializes the story of an unselfish 
woman who sacrifices much to further the career of 
her husband. 

First Broadcast: September 22, 1941. 
Broadcast Schedule: Monday through Friday, 9:30- 
9:45 A.M. 
Preceded By: News. 
Followed By: Star Playhouse. 
sponsor: Cudahy Packing Co. 
Station: WMAQ, Chicago, 111. 
Power: 50,000 watts. 
Population: 3,440,420. 

COMMENT: Dealer interest and cooper- 
ation is equal in importance to that of 
the ultimate consumer. Point-of-sale dis- 
plays are effective both with the dealer 
and the consumer, and box top offers 
have been box office attractions for many 
national advertisers. 

MAY, 1944 




Results based on sales, mails, 
surveys, long runs and the 
growth of the business itself. 


KORN KOBBLERS Consistent radio ad- 
\crtiseis since 193(), the Hi-Class Baking 
Co., Evansville, Ind., is an old hand at 
program selection, and as long 
as a series produces the desired 
results, it is content to let well 
enough alone. Since July, 1941, 
it has unwrapped as its daily 
j^arcel of WGBF entertainment, 
the transcribed quarter-hour of 
fun and nonsense, namely, the 
Ko)}} Kobblers. Predecessors to 
this WGBF variety show that 
rings in comedy, music and gags: 
live musical talent, and a birth- 
day party series. 

AIR FAX: Companion piece to the Korn 

Kobblers, of which there are 312 episodes, is 
Kornegie Hall, the latest edition of the musical va- 
riety show, emceed by Alan Courtney. 
First Broadcast: July, 1941. 

Broadcast Schedule: Monday through Friday, 5:45- 
6:00 P.M. 

Preceded By: Sustaining. 
Follorvcd By: World Today. 
Station: WGBF, Evansville, Ind. 
Power: 5,000 watts (d). 
Population: 97,062. 
Producer: Frederic W. Ziv. 

COMMENT: Siuvcy after survey rexcals 
the fact that an important factor whith 
determines radio success is that of con- 
sisteiHv. Ihal element takes on vwu 
greater importance with sponsors whose 
produ( ts have mass appeal. (For stoix on 
iliis trans{:ri])ed s(>ries, see US, Soiwiii- 
Ix'Y, l*>}3, paoc 776.; 



Hcio ol llic (l;i\ lor ;iii -minded moppets 

in Iraverse City, Mich., is Jinnny AUoi. 
That Jimmy Allen is something of a 
hero to his sponsors, Muller Grocers 
Baking Co., and to the Associated Gro- 
cers OF Western Michigan, is indicated 
by Muller's stepped-up radio schedule 
on W^TCM. With the youthful element 
of the Traverse City popidation work- 
ing on its side, Muller added 14 spot 
announcements a week to its WTCM 
schedule within a few months after Jim- 
my Allen had set the stage. Muller 
bank-rolls the transcribed series three 
times weekly, splits the sponsorship with 
Associated Grocers. Same sponsors also 
air the series over VVDOD, Grand Rap- 
ids, Mich. 

air FAX: Available in this action-packed aviation 
serial are 650 transcribed episodes. Sales-producing 
merchandising plans are available at no extra cost. 
While the series originally did a four-year stint for 
the Skelly Oil Co. over KFH, Wich- 
ita, Ka., had another long run for 
RAINBO bread in the same 
community, it has done yeoman serv- 
ice for sundry sponsors in all parts 
of the country, is still going strong. 
Broadcast Schedule: Monday through 
Friday, 5:00-5:15 P.M. 
Sponsor: Muller Grocers Baking Co.; 
Associated Grocers of Western Mich- 

Station: WTCM, Traverse City, Mich. 
Power: 250 watts. 
Population: 14,455. 
Producer: Russell C. Comer. 

COMMENT: While war up- 
sets established routine for 
many people, needs of 
youngsters and oldsters alone remain 
unchanged. Because oldsters are habit- 
grooved, represent a market of diminish- 
ing needs and desires, many merchan- 
disers gear promotion plans to enlist the 
support of the yoiuig salesmen in count- 
less homes. Series here makes for stabili- 
zation of today's maikel and a guaran- 
tee lor future sales. 


MUSIC TO YOUR TASTE lo sell the 
listening public: on the fact that Elgin 
Brand Margarine is food to its taste, 
the B. S. Pearsall Buiier Co. olleis it 
Music to y'our Taste. A strong indica- 
tion that the ten-minute, transcribed 
program of popidar music was also to 
the taste of retail outlets: 800 were add- 
ed in the first week the piogram was 



bioadcasl. Nolc sUiick at 
ing: "Music to Your Taste 
to you by Elgin Margarine 
that tastes good." 

.Iiow's opcii- 
. . . I) rough I 
. . . the kind 

Not one to do things by halves is J. J. 
Vandertoll, Pearsall sales manager. To 
back up the six times weekly radio fea- 
ture, the wheels were set in motion for 
a strong merchandising campaign. 
Three-color window streamers were dis- 
tributed to all retail outlets stocking 
Elgin Brand Margarine. Grocery trade 
papers blossomed with advertising in 
support of the product and the radio 
series. Listings in Chicago morning 
papers helped increase the listener tune- 

Commercials urge listeners to give 
product the taste test. Example: 

Out in Elgin, lUinois, the heart of the dairy coun- 
try, the B. S. Pearsall Butter Company is making 
just about the finest margarine money can buy. 
It's Elgin Brand Margarine . . . sweet and fresh 
. . . with a fine, delicate natural flavor. Each 
pound of Elgin Margarine is enriched with 9,000 
units of Vitamin A and contains over 3,000 cal- 
ories . . . so you can see that Elgin Margarine is 
good for you. But what you're really interested in 
is . . . how does Elgin Margarine taste? You 
don't hare to take anybody's word for it! . . . 
no indeed. Just try a pound . . . and you'll know 
that Elgin Margarine tastes good. Use it in baking 
and cooking . . . on vegetables and piping hot 
biscuits and rolls. Give it the taste-test . . . your 
whole family will agree that Elgin Margarine really 
tastes good. Of course you know the ration points 
are low, and also you save money by using Elgin 
Margarine. So ask your grocer today for Elgin 
Margarine the kind that tastes good. 

AIR FAX: Veteran announcer John Holtman emcees 
the show. 

First Broadcast: January 17, 1944. 

Broadcast Schedule: Monday through Saturday, 8:30- 
8:40 A.M. 

Preceded By: News and Music. 
Followed By: News. 
Sponsor: Elgin Brand Margarine. 
Station: WMAQ, Chicago, 111. 
Power: 50,000 watts. 
Population: 3,440,420. 

COMMENT: Selling aids which back a 
radio series are excellent devices for 
building strong dealer support. While 
consumer demand can build dealer good 
will, coordinated activities here build 
both at the same time. 


Modern Home Forum has been a regu- 
lar feature over WOWO, Fort Wayne, 
Ind., since 1987, if proof were needed 
that the series is just that, mail for 194.H 
is a clincher: 122,071 pieces. Average 
per broadcast day: 469.5! In a single 
three-day period in mid-November, the 
daily mail count reached the 1,000 mark. 
Evidence that 194.^ was no flash in the 
pan is the fact that the Modern Home 
Forum produced 15,003 letters in Jan- 
tiary of the current year. What keeps the 
postman on a dog-trot isn't high pressure 
technicpies nor outstanding give-aways. 
Listeners are offered leaflets on home- 

air FAX: Homemakcr Jane Weston treats the prob- 
lems of the housewife as her own, be they household 
or personal. Timely hints on shopping, rationing, 
baby care and cooking keep the wheels on their 
merry go-round. Housewives who give menu sugges- 
tions and household hints are weekly guests. 
First Broadcast: May, 1937. 

Broadcast Schedule: Monday through Friday, 1:00- 
1:30 P.M. 

Preceded By: Farm News Letter. 
Followed By: Theatre of the Sky. 
Station: WOWO, Fort Wayne. Ind. 
Power: 10,000 watts. 
Population: 117,246. 

COMMENT: Smart merchandising isn't 
necessarily high pressure, needn't in- 
volve a tremendous, out-lay of the coin 
of the realm. Evidence enough are 
122,071 leaflet requests in a single year! 
(Eor pic, see Showmanscoops, page 165.) 

MAY, 1944 



News and views of current script and transcribed releases back- 
ed with showmantips. All are available for local sponsorship. 


laks well told have always been one ot 
the surest forms of entertainment. Espe- 
cially in these times, when even those 
who are foot-loose, fancy free must curb 
the impulse to roam, stories of exciting 
happenings in far places among strange 
people find a hearty reception. 

When listeners Stand By For Adven- 
ture, the monotony of every-day living 
gives way to thrilling 
exploits in wild lands 
and strange cities. 
Without stirring 
from his own fireside 
or his ow'n arm chair, 
the adventurer-by- 
proxy lives through 
dangerous deeds, other exploits that 
make the hair stand on end. 

Tales of mysticism and stories of the 
unusual are spun by four men, a retired 
army officer, a star reporter, a New Eng- 
land sea captain and a vSouth American 
s( ientist. Each episode as told among the 
loui friends is self contained. 

AIR FAX: Promotional material for use on the air, in 
print or by direct mail and point-of-sale is available. 
Type: Transcription. 
Schedule: Once or twice, weekly. 
Episodes: 26. 
Time Unit: 15 minutes. 
Producer: NBC Radio Recording. 

COMMENT: Programs are the essence 
of radio, and good programs have w^hat 
il takes to build a large listening audi- 
(iHc. Program here offers almost any 
sponsor a short-cut down the long road 
which leads to prestige. For its wide ap- 
j)eal and its ability to capture mass at- 
icntion, the series is a natural. Especial- 
ly to be pi i/cd is a trans(ribed series 
l)j»( ked uj> with plenty of merchandising 



has a heart as big as the world itself? 
America! AVhat nation was founded by 
people who wanted a place w^here they 
could have freedom? America! But the 
fact remains that for a better under- 
standing and appreciation of that which 
is "The home of the brave, the land of 
the free," it's essential to Know Your 
America. To provide just such an ap- 
preciation is the objective of the syndi- 
cated feature. 

A blend of transcribed narrative and 
native-to-this-soil music, the program 
can be built into a five-, ten- or 15-min- 
ute series. The addition of a telephone- 
money angle based on skill and knowl- 
edge of American history converts it in- 
to a listener participating show. 

Transcribed portion, with 315 epi- 
sodes available, covers the 48 states of 
the union, the 31 presidents and many 
of their wives, outstanding men and 
women who have helped build America, 
as well as the lakes, rivers, mountains, 
national parks and cities of these United 
States. Historical facts are woven into 
warm, human stories. 

While the series is adaptable for spon- 
sorship for almost any type of business, 
it is doing yeoman service for, among 
others, the Braun Baking Co., Pitts- 
burgh, Pa., where it is used at an early 
morning hour over WWSW. Old Home 
Bakers, Sacramento, Cal., over KROY, 
used Know Your America as the basis 
for an institutional campaign for its 
Betsy Ross Oi.d Fashioned Bread. 

AIR FAX: A network cast polishes o<f the lines. 
Episodes: 315. 
Producer: W. E. Long Co. 

COMMENT: A |)rogram of this kind is 
almost certain to get the l)a(king and 



support of civic and educational Icadcis, 
is especially timely now. Series here also 
has in its lavor the fact thai it can be 
adapted to meet tlie specific needs of al- 
most any sponsor. 

Department Stares 

CALLING ALL GIRLS lo mother and 
dad, the Mother Tongue is one thing. 
It's (juite something else again to the 
yoiniger generation. To Sis, "Listen you 
mice. Don't be goon bait. You and your 
P. C. grab yoursehes a siuoon stand, and 
catch the down beat," is crystal clear in 
its meaning. To Mother and Dad the 
gibberish has to be translated. To them, 
"Listen girls, don't be unpopular. You 
and your Prince Charming grab chairs 
and learn what's going on," make sense, 
but it isn't the language that raises the 
blood pressure of the junior miss. 

Juvenile double-talk sets the stage for 
Calling All Girls. Evidence that it's the 
right formula comes from Dayton, Ohio. 
For the premiere of the transcribed 
series aired for Elder k Johnston, de- 
partment store, over 1,000 'teen agers 
were present. A featured orchestra, a 
dramatic skit, feats of magic, et al, got 
them hep to the 52-week run scheduled 
for Elder k Johnston. 

A potpourri of advice on style and 
etiquette, interviews, dramatized fiction, 
and music by TJie Three Suns, the quar- 
ter-hour is emceed by Tom Shirley. Pro- 
gram is produced in conjunction with 
Calling All Girls 
Magazine, features 
juvenile stylist Nancy 
Pepper on each pro- 
gram. Not forgotten 
is the problem of a 
gooksy (wall flowers 
to the iniinitiated). 
Advice to boys and 
girls of the teen age 
group is also part and 
parcel of the series. 
Each show has a dra- 
matization of a story 
from a current issue 
of Calling All Girls 
Magazine, and inter- 

views with movie stais, baud Uadcis. 
other personalities of inteicsi lo ilic sub 
deb and her mother, are on ihc docket. 
Designed primarily loi dcpai (mcnt 
store sponsorship, each program has 
three spots for the department store's 
own commercials which may tie-in with 
generalized style advice. Among the 
stores already signed are: Gimbel BRorn- 
ERs, Milwaukee, Wis.; Filene's, Boston, 
Mass.; The Baby Shop, Evansville, Ind.: 
The Hecht Co., Washington, D. C; 
Brown-Thomson, Inc:., Hartford, (]onn.; 
John Shillito Co., C^iqcinnati, ().; The 
HiJii, Baltimore, Md.; Gimbei, Broihers, 
Philadelphia, Pa.; Elder k Johnsion, 
Dayton, O.; Strouss-Hirshberg, Youngs- 
town, O.; Pomeroy's, Harrisburg, Pa.; 
Miller Brothers, Chattanooga, Tenn.; 
Millers, Inc., Knoxville, Tenn.; Love- 
man, Joseph k Loeb, Birmingham, Ala.; 
Lion Store, Toledo, O.; N. J. Adam, 
Buffalo, N. Y.; Berger's Department 
Store, Utica, N. Y.; J. A. Kirvin, Co- 
lumbus, Ga.; Rosenbaum's, Pittsburgh, 
Pa.; D. H. Holmes, New Orleans, La. 

Promotionotion: store name is listed 
in Calling All Girls Magazine each 
month in a special column reserved for 
official headquarters stores. Special ad- 
vertising material supplied to sponsors 
includes: miniature mat of magazine's 
current front cover; mat of O. K. 'ED 
by Calling All Girls symbol; mat of 
Calling All Girls tag; set of glossy photo- 
graphs of pictures from the current Call- 
ing All Girls issue, and display cards. 
Sponsors also receive an illustrated bul- 
letin with informa- 
tion on the current 
issue of the magazine, 
and a letter with pre- 
\ iew^ dope on the 
issue after that. Of- 
ficial stores also get 
special flashes about 
new resources and 
special merchandise 
for teen departments. 

air FAX: 

Producer: Frederic W. Ziv. 

COMMENT: Department stores who 
pioneered w'ith radio advertising soon 
found that departmentalized features 
were one of the tricks of the trade. 

MAY, 1944 



This is the businessman's own department. RADIO SHOW- 
MANSHIP invites radio advertisers to exchange resuhs and 
reactions to radio programs for their mutual benefit. 

Department Stares 

SPOTS ANc lia\c' maiiitained a con- 
liiuioiis radio sdicdiile in the past, but 
it now is our plan to merchandise the 
designated spots on the radio the same 
as uc do specific ads for the newspaper. 
W iih a few exceptions, the times of the 
s|)oi are the same as in the past, but we 
lie-in the departments on approximately 
I he same days as the ads run in the 
newspapers. Ihis means comprehensi\e 
monthly planning, rather than 'catch 
thcin on the run' types of commercials. 
"E\ery spot is niunbered by days 
throughout the entire month, and spe- 
cific merchandise or departments are 
listed lor a defniite spot throughout the 
day. These spots are definitely C. C^ 
Andkrson spots. Three or fotir days in 
advance (i. C.. Anderson's supplies 
KIDO Aviih the item or department to 

he ])l oiiioicd. 

"Maiiv (l( j)artmeiHs ha\e from one to 
iln(c sj)ois A (la\ and these itenrs are 
l<. limed wiihin the tcsj)e(li\e depart- 


Merchandise Manager 
C.. C. Anderson's 
Boise, Idaho 

AIR I AX: All rjdio copy for C. C. Anderson's is on 
a I'ruitffd and I'lamn-d basis. Commercials get the 
okay from department heads before being put on 
the air. 

f/rj/ broadcast: February. 1944. 
Spiniiar: C. C Anderson's. 
\latu,n: KIDO. Boise. M.ih... 
I'„w,r: 2,500 watts (d I 
I'opuliilion: 160,000. 

COMMENT: just as liiloriniss copy 
seldom makes sales, a liii oi miss radio 
(ampaign has nevei riuig aii\ bells, hit 
any bulls' eyes. Ilcic is ;in cxdllenl 
(•\aiii|>lc ol how ;i (l( paMiiKiii store ;ind 

a radio station working in cooperation 
can simplify the problems of each to 
make for a more effective radio cam- 
paign. As department stores come to 
make greater use of radio as an advertis- 
ing meditim, such methods will become 
standard practice. 


SPOTS "Our position has been that 
radio is one of the best ways of reaching 
the mass audience. By investing in time 
on three of the local stations, we con- 
sider we are covering this market as 
fully as possible. Our most recent ex- 
perience with, and use of, radio, has 
been limited to a frequent ntnnber of 
chain break announcements. VV'e have 
been an occasional user of radio time 
h)r the })ast five or six years." 


Manager, Public Relations Department 
Central National Bank of Cleveland 
Cleveland, Ohio 

AIR FAX: Earliest broadcast for Central National was 
a five-minute transcribed presentation. Empire Build- 
ers. Historical sketches of famous personalities were 
reprinted in pamphlet form, and the bank still gets 
an occasional request for the entire series. A wartime 
series of the service type was its Lei's Write a Letter. 
Five-minute weekly review of Cleveland news, minus 
any sensation.ll items, was offered as a guide to mem- 
bers of families when writing relatives in the service. 
Schedule of spot announcements on two local sta- 
tions was heard nightly, six times weekly, during 
much of 194?. Chain breaks and spot announcements 
both put the emphasis on mortgage loans. 
Sponsor: Central National Bank of Cleveland (O). 
Population: 1,111,449. 

COMMENT: For success with radio ad- 
Ncrtising, the cards are stacked in favor 
ol the sj)onsor who makes consistent use 
oi the medium. .\s complete coverage of 
the market as the budget allows is anoth- 
er element that's worth its weight in 
in an\ man's money. 




What about television, FM and the future? Is there a 
future for the custom-made network? Will advertising 
techniques change? You II find a complete report m the 


A special issue devoted to post-war planning for radio and its advertisers. Spe- 
cialists from the field of advertising, experts from the business world, and leaders 
in the realm of radio present an authoritative report on the post-w^ar world. 
AV^atch for it in the June issue of Radio Showmanship Magazine. 

lELtVlblLllVi: Television is Ready for the Advertiser writes Allen B. Du Mont, 
president of the ALLEN B. DU MONT LABORATORIES, INC. • Raymond 
Everett Nelson, of the CHARLES M. STORM CO., looks at Television Today 
and Tomorrow. • Thomas T. Joyce, RCA Victor Division, RCA, analyzes the 
Post-War Television Market. 

FM: What an Agency Found Out About FM is told by P. H. Pumphrey, of 
MAXON, INC. • Paul Chamberlain, Electronics Department, GENERAL 
ELECTRIC CO., presents the highlights on Post-War Broadcasting. • A pro- 
gram policy is the personalitv of a network claims John Shepard, 3rd, president 

ji/\J\lJ/\illJ: Global radio is an instrument of post-war prosperity says Miller 
McClintock, president of the MUTUAL BROADCASTING SYSTEM. • Ad- 
vice from Edgar Kobak, executive vice president of the BLUE NETWORK 
CO., INC.: Build and Test Tomorrow's Program Today. • Paul Hollister, vice 
president of the COLUMBIA BROADCASTING SYSTEM, outlines radio's 
part in future progress. 

PHDGHAMMIIVG: charter Heslep, of the Office of Censorship, Radio Divi- 
sion, takes a look at Radio News After the War. • Advice from Louis J. 
Nelson, Jr., of the WADE ADVERTISING AGENCY: Build Your Fences 
Today for Post-War. • From Elaine Norden, of the CAMPBELL-MITHUN 
ADVERTISING AGENCY, comes a tip on the Post-War Woman and the 
Facts of Life. 

ik i^ ik i^ ik 

Radio Showmanship will present these and many other pertinent articles on the future of selling 
merchandise through radio. It's an issue you can't afford to miss! 



> 9 9 O O •••••••! 



Future Selling Through Radio 

Its use, its power, its big 
place in the business world. 


Television Markets 
What About Radio News? 
Future for FM Network 
The Woman's Angle 
Building Post-War Programs 
Tele-Words from the Sponsor 
What Price FM? 
Advertising's Post-War Job 
Global Radio to Come 

•WfffllAN A MAGA"fff 

A btltVlL 





• Do you want your own show . . . one that has behind it top- 
draw talent in \\Titers, directors, producers, casts and technical 
staffs . . . one that you can broadcast on any network or inde- 
pendent station you may select ... at a reasonable price? 

An NBC Recorded Program is YOUR show on YOUR local 
station ... a show that would be prohibitive in cost for one 
local advertiser if it were not sold on the NBC syndicated basis. 
Through syndication the cost is shared by a great many non- 
competing advertisers in varied markets throughout the coun- 
try. Result: Each program is a big-time show that can be carried 
locallv on a limited budget . . . and exclusively in your city. 
Shown here are a few of the outstanding buys: 
Betty and Bob— The story of "ordinary folk who lead extraordinary 
li\es"— engrossing, human interest serial drama. 390 quarter-hours 
for 5-a-week broadcasts. 

Stand By For Adventure— Tales of exciting happenings in far places, 
among strange people— told by four friends — a South American 
scientist, a retired Army officer, a newspaperman, and a New Eng- 
land merchant skipper. 52 quarter-hours. 

Modern Romances— True stories of real people, dramatized from 
the grippingly human pages of one of today's fastest selling maga- 
zines, NIodern Romances. 156 quarter-hours, each a complete story. 
The Name Yoo Will Remember— William Lang's brilliant word por- 
traits of famous notables in the news— pack an unforgettable punch 
—and a natural merchandising title tie-in. 260 five-minute shows for 
3- or 5-a-week broadcasts. 

Through the Sport Glass— Sam Hayes, ace sportscaster, recounts 
tlirilling moments in sports history, famous figures in sports world 
. . . Memorable sports events dramatized. 52 quarter-hours. 

On the NBC Recorded Program list you will find many more 
outstanding shows from which to choose. All hiclude promo- 
tion portfolios. Write direct or call your local radio station for 
complete information and audition records. 



HCA BIdg., Radio City, New York, N. Y. . . Merchandise Marf, Chicago, III. 
Tram- Lux BIdg., Wathingfon, D. C. . . Sumef and Vine, Hollywood, Col. 


JUNE 1944 

VOL. 5 

No. 6 

Don Paul Nathanson 

Managing Editor 
Marie Ford 

Uncharted Markets Ahead 184 

by Dr. Hoicard E. Fritz, B. F. Goodrich Co. 

Advertising Tomorrow 185 

by Fred EldeaJi 

Global Radio for PostAVar 

Prosperity 186 

by Miller McClintock. presidoit. Mutual 
Broadcasting System 

Service as Usual 


^v Paul Hollister, vice president. Columbia 
Broadcasting System 

PostAVar Woman 189 

by Elaine Norden, Campbell -Mi thun 
Adv. A gey. 

Television's PostAV^ar Market 190 

by Thomas F. Joyce, Radio Corporation of 

Television is Ready for the 

Advertiser 192 

by Allen B. Du Mont, president, Du Mont 

TeleAV^ords from the Sponsor 1 96 

/;y Ted Long, Batten. Barton, Durstine & 
Osborn, Inc., New York City 

Radio Relays for Television 198 

by Ralph R. Beal, RCA Laboratories 

Get Set for Sight 199 

b\ J. D. McLean, General Electric Co. 

AVhat About FM Programming?. . . .201 

by John Shepard, pd, president, American 

Broadcasters View FM 202 

by Paul Chamberlain, General Electric Co. 

Build PostAV^ar Fences Today 204 

/;v Louis J. Nelson, Jr., Wade Advertising 

Yesterday Meets Tomorrow 


by Edgar Kobak, vice president. Blue 
Netivork, Inc. 

What About News? 208 

by Charter Heslep, Office of Censorship 

Television Now and Tomorrow. . . .194 

by Raymond E. Nelson, Chas. M. Storm Co., 

The \\^oman's Angle 

^V Sally Wood-ward 


Published by Showmanship Publications, Minneapolis 2, Minn. Subscription rate: $2.50 a year, 
25c a copy. Address editorial correspondence to 1004 Marquette, Minneapolis 2, Minn. Tel.: 
Ge. 9619. 

Copyright 1944 by Showmanship Publications, publishers of Radio Showmanship. 

JUNE, 1944 


€1 €1 Research will see business through period of crushing 
competition which will confront nation when hostilities 
cease, writes the B. F. Goodrich director of research. 

1 1 ^^''^^^\ 

Uncharted \\\ea<^* 

by DR. HOWARD £. FRITZ, B. F. Goodrich Co, 

V From the broadest point of view, 
WO) Id progress toward higher living 
standards, in the absence of new fron- 
licrs, can only go forward by increased 
ucahh through the discovery of new 

We are all hurrying to put this war 
behind us, and we shall then fully util- 
ize the dynamic force of this great pow- 
er, American research. 

Here are some of the things we may 
expect: aluminum, once a rare metal, in 
fantastic volinne at low prices; magnesi- 
um at one-fifth the weight of steel from 
an inexhaustible source, the sea; 150 
octane motor fuel; thousands of low 
(r)st, abiuidant raw materials from pe- 
troleum, luiknown commercially before; 
a (ifjth-like material which needs no 
weaving, from nnxtiues of natural and 
svnilictic fibers, by the use of paper- 
making technique; non-shatterable glass 
and glass fibers with tensile strength of 
.S, 500, 000 pounds per s(|uare inch, ten 
liuus ihiii ol mild steel; a chemical 
wlii<li pi o\ ides a sort ol iiuisible rain- 
coat loi ain thing that is dipped in it; 
luiiidicds ol lubbcis and materials with 
nihhci-like proi)cities made from wheat, 
(oiii, garbage, soybeans, coal, petroleinn, 
liiiK stone, nnik, sweet potatoes and salt; 
germ kdliiig (licmicals, new anesthetics, 
svnlhctic vitamins and medicines pro- 
longing and saving man's lile under the 
new hazards and (ondilions. 

i hcse new things wieslcd Irom nature 
air ihe ones whidi will see us safely 
''""""'' 'h'- MushiiiL; ( onijx'l it ion with 

which we will surely be confronted once 
hostilities cease. 

The magnitude of our production for 
war, made possible through scientific re- 
search and development, will reach the 
staggering total of 80 billion dollars in 
1944. To replace a sizable portion of this 
80 billion dollar w^ar business with 
peacetime pursuits, and do it in a hurry, 
is our reconversion problem and respon- 

Except for limited, new facilities 
which are available as a result of war 
necessity, it looks as though we will have 
to be satisfied with the pre-war models, 
because it will take too long to tool up 
for new ones. Many new developments 
must, therefore, be set aside temporarily. 

Most of the purchasers will be reason- 
ably content with models not wholly dif- 
ferent from the pre-war, and factories 
can use old patterns, jigs, and dies in 
getting quick production. The lugent 
problem is quantity and not so much 
novelty. Once the old models are in pro- 
duction, and people are back to work, 
the psychological hmiger to pinxhase 
will j^robably begin to taper off to where 
the supply is more nearly in the order of 

By wise cak illation, and just prior to 
the time w^hen the buying pid)lic's luge 
is being appeased, is the time to begin 
ollering the new gadgets and things to 
keej) the process going. At this point, the 
new niaivcls of science will begin to ap- 



r Advertising Tomorrow 

by FRED ELDEAN, public relations consultant 

Advertising faces its biggest job and its biggest oppor- 
tunity, writes the former assistant director of public 
relations to the General Motors Corporation. 

V After the war, advertising has a big 
job ahead of it. All of us are conscious 
of the necessity of jobs for millions in 
the post-war peacetime pursuits. Jobs 
do not come out of the air; they cannot 
be manufactured. No factory or industry 
has any mysterious power to give em- 
ployment. Jobs are a result of a process. 
Ultimately, they depend upon the con- 
sumer. In this free coiuitry, we cannot 
force the consumer to buy anything. He 
has to be persuaded that it is in his inter- 
est to buy. We have to cater to the cus- 
tomer. \Ve ha\e a customer-controlled 

If we are to attain a level of national 
income of one-hundred billion or more 
a year, which is the goal to be reached 
if we are to have a high level of employ- 
ment, we have to sell a lot of goods. Wq 
aren't going to get that income by wait- 
ing for customers to come in to buy 
what we have to sell. We are going to 
have the biggest selling job that this 
great selling nation has ever had. We 
are going to have to sell goods for a long 
time to come. And we know we can't 
sell goods without advertising. 

In the institutional advertising field, 
many concerns which never before the 
war had advertised their institutions 
now recognize the necessity of keeping 
their names before the public. These 
concerns, having learned the value of 
institutional advertising, are not likely 
to forget that value in the peace to come. 
There will be a carry-over of additional 
institutional advertisers, and this will 
supplement product advertising. 

We do not know what changes in hab- 
its and preferences may result, from this 

war. BiU a manufactiuer will need to be 
on the alert to detect these changes. Ad- 
vertising will be needed to re-introduce 
the returning soldiers to products and 

During the last war, the men came out 
of the service with certain habits which 
they continued in civilian life. In the 
army, they had become accustomed to 
having two-piece suits of luiderwear. As 
a result, a pre-war manufacturer of sin- 
gle-suit underwear found out that he 
could never get back his old market; the 
veterans wanted the separate garments. 
The men in the service got used to col- 
lar-attached shirts. A collar manufactur- 
er lost both sales volume and income 
trying to restore his market for collars. 

Caution advertising to establish a bal- 
ance between demands and goods avail- 
able, will be in order at times. Many 
concerns established in the war will have 
products for peace. All of this will call 
for advertising. 

Advertising has played an important 
part in the development of America as 
a strong nation, in that it was instru- 
mental in the creation of a large volume 
demand for goods. Advertising has 
brought a vision to the American people 
of more and better things that make up 
a higher standard of living. Beyond the 
vision, the advertisements persuaded 
people to buy these products and serv- 
ices. It is no mere coincidence that the 
nation which has had the highest per 
capita advertising is the nation which 
has had the highest standard of living 
in the world. It is our belief that adver- 
tising will continue to play an impor- 
tant part in the progress of this nation. 

JUNE, 1944 


Global Radio 

Instrument of Post-War Prosperity 

♦ ♦ ♦ 

by MILLER McCLINTOCK, president, Mutual Broadcasting System 

A\N()\i wlio has watched closely the 
i clcMlopincnt of radio communi- 
cations chiring the present crisis is well 
aware that broadcasting in the post-w^ar 
period will have a profound effect upon 
our business and social relationships 
with the rest of the world. 

I his fact offers an important chal- 
lenge to members of American industry, 
and particularly to those of us in radio. 

After the war, American business will 
of course be faced with the problem of 
its own rehabilitation. The solution will 
not be national, or even international, 
but will be actually global in scope. The 
worldwide aspect of our own readjust- 
meiu stems from the indisputable truth 
that we will never have maximum pros- 
perity in this country unless we have 
peace and piosperity in other nations 
as well. 

Kven bclorc World W'ai I, the inter- 
dcpendciKc ol the peoples of the world 
had become abundaiuly apparent. But 
when this war is over, it is inconceivable 
that any (onntry or any individual will 
iioi i(.ili/( ihc (<onoini( and phxsical 
j>io\iinil\ ol nalions. 

I sa\ "wIk n ihc war is over" because 
onl\ iJK II will w'c become fidly cognizant 
"I 'Ik I wo lactois that are so surely 
gonig lo make a n(ighlK)rh()od of all the 
lands ol the eailh. They are, of coiuse, 
•'^'•''•oii and ladio ( onnnunications. In 
I Ik J).isi, suilacc gcograj)hy was the dic- 
'«<"'i "I Hade and (onmierce and to a 
iaigc cxicni, ol inlci national relations. 
I>iii ihc KJalivc positions of continents 
and (onnirics aie ja|>iclly i)eing icchawn 
In ihc aijplanc and ihc ladio. 

SiiKc almost all the icccni ania/ing 
sliidcs in avialion ;m(l cidii. (onmuini- 

cations have been developed by Ameri- 
can business, it becomes otu^ responsibil- 
ity to put them to uses that will best 
benefit the rest of the world. Only when 
you realize how aviation and radio com- 
munications alone can pull the entire 
world together, can you appreciate the 
extent of this responsibility. 

Because radio has so greatly altered 
the limitations of time (just as aviation 
has shattered our concept of space), it is 
destined to be one of the most powerful 
single factors in our struggle for world 
prosperity and peace. 

But this tremendous force nuist be 
wisely handled by American business 
and by the radio industry specifically. 
Therein lies our challenge. 

We have seen from past experience that 
philanthropy and fancy international 
diplomacy do not bring about harmony 
among nations. But world-wide econom- 
ic stability, built on satisfactory and prof- 
itable trade and social relations, can go 
a long way towards making that goal a 
reality. The world is unbelievably large 
and rich. It is up to us to unearth these 
riches wisely, not for the exploitation of 
any group, biu on the basis of fair and 
ec]uitable i)rolits for both the supplier 
and the customer. 

VV^e have })roved in the United States, 
through competitive business and adver- 
tising and selling in all its forms, that 
desires can be created l)\ telling people 
of the good things a\ailal)le for them. 
By so doing, we create and)itic)ns and 
they, in tiun, produce the necessary in- 
di\idual and mass energy to accjuire 
these good things. This is the only solid 
foundation upon which oiu' present 



staiularcl ol living rests in this country. 
If wc wish people to be Iree from want, 
wc must inspire them to work for and 
demand by their earnings those things 
which make for high living standards 
and economic security. 

Projecting this line of thought to a 
world basis might have seemed vision- 
ary a few years ago. It might even seem 
so today, were it not for the remarkable 
developments in global broadcasting. If 
radio advertising has so efficiently sold 
goods in this coinitry, why can it not 
create the same desires and ambitions 
everywhere else in the world? 

Radio, because of its capacities to cov- 
er great areas instantly, provides a con- 
trollable advertising mediinii w^hich can 
reach all of the potential markets. To 
fail to tise this instrumentality of inter- 
national trade would be unfortimate 
from the standpoint of the rehabilita- 
tion of world economy, to say nothing of 
the effect which it would have tipon the 
perpettiation of low living standards in 
great areas of the earth's surface. 

What I am proposing, therefore, is 
that American btisiness use radio with 
that same leadership throughout the 
world that it has upon our ow^n conti- 
nent; that it provide the facilities for 
global broadcasting; and that it solicit 
the interests of men in industry, both 
for their own profit incentives and the 
other objectives involved. 

There are obstacles, certainly, in the 
path of w^orld-wide broadcasting, but 
none that cannot eventually be over- 
come. In fact, the first prcjblem, that of 
establishing the mechanics of a global 
transmission system, has already been 
solved. Now that we can transmit mes- 
sages to any part of the world, the next 
step must be to provide the mechanical 
means for radio reception. 

hven now in primitive lands, group lis- 
tening to the village set is not uncom- 
mon. If broadcasting has penetrated that 
far, without any organized effort on our 
part, think how far it can go if we put 
radio recepticjn easily within their in- 
dividual reach! 

Just let us remember this: despite 

tlu'ii (olor oj condition, all the people 
of the earth have two ears, and their 
minds are not vastly different from ours. 
Because of this common receptivity, 
radio is the j^erfec t vehide for educat- 
ing and broadem'ng people over a pe- 
riod of years to the point where they 
will have a definite desire to improve 
their standards of living. 

It is significant that broadcasting is 
the only advertising medimn that coidd 
imdertake such a world-encompassing 
job. For in radio the story is told by the 
hiunan voice, which even the illiterate 
can understand. No one even needs to 
learn to read, to understand radio. 

From the standpoint of furthering our 
own cidtural and trade interests in the 
futtuT peaceful world, it is imperative 
that we do more than develop the facil- 
ities for world radio. We must also ar- 
rive at certain definite concepts as to the 
policies which are to control it. 

Ihe United Nations are now follow^ing 
the very efficient example set by the Axis 
in propaganda broadcasting. I he Allied 
governments are making a good job of 
it, in a good cause. 

But in peacetime, such governmental 
types of broadcasting have very definite 
limitations. 1 hey are not conducive to 
building the kind of world we want. 

It is the responsibility of men in 
broadcasting and in all other forms of 
industry to work together, towards a 
common objective. Our objective must 
go beyond the immediate interests of 
broadcasting, of trade, or of any other 
business consideration. Our job must be 
to justify our faith in free enterprise; to 
support with more than good will the 
Four Freedoms enunciated in the Atlan- 
tic Charter, to prove that the democratic 
principle is predicated upon fair and 
harmonious economic relations. 

American business has always been the 
motivating force behind democracy in 
the United States. In the period of glob- 
al expansion that lies ahead, we have the 
perfect opportunity to prove that Amer- 
ican business can also- be a vigorous 
force, in fact, the dominant force, in 
welding closer ties among nations, and 
in making possible a lasting peace. 

JUNE, 1944 


^hat is radio goitig to do after the xoar? 
Radio is going to D^ISTRIBUTE as it has 
never distributed before. To distribute what? 
To distribute the product it Jias ahuays dis- 
tributed: IDEAS. Ideas about goods and serv- 
ices, as usual. More sensible, more plausible 
ideas, because radio techniques have im- 
proved during the war. And radio will talk 
about more different products and better 
products too, for the number of improved 
goods and services which will slowly and 
steadily emerge from the war are incalculable. 


ervice . . . 
As Usual 

by PAUL HOIUSJER, oke presiderM, 
Co\i\mb\a Broadcast'mq Si^stem 

DL'T beyond the dislribiilion ol ideas al)oiit 
goods and sei\'ices, radio can teach and clari- 
fy the basic idea of the interdependence of the 
national economy; the fact that without wages 
there won't be money to buy goods, without 
jobs there won't be wages, and without all-out 
buying there won't be receipts to pay wages 
oi' needs for goods-made. Making that simple 
economic-circle clear to all the people is a 
man-si/ed job. It is a task long o\erdue. The 
sooner in(hisir\ and laboi (ombine to teach 
that simple arithmetic on the ail, with the 
conviction radio offers, the more certainly 
they insure their nation against post-war pan- 
ic and its cancerous cleavage of classes. 

Radio has found new (eduiicjiies of simple, 
graphic, memoiable, emotional exj)osilio)i 
which irarrsccncl any previously known. 
Radio, if professional educators reali/e it. can 
put glass walls on their schools and (ollcges 
and nni\'ersilies and lei ihc nation and the 
world in on ihcii (loisuicd sec ids. Radio al- 
ready draws clunch audiences ol huge pro- 
portions; some day the men of Cod will real- 

ize that, and they will master 
radio's technique as David mas- 
tered the sling-shot. 

If radio can (as it does today) beam 
simidtaneously identical woids in 
both Spanish and Portuguese de- 
scribing music to both Mexico and 
Brazil, radio is ready to beam the 
similar or divergent ideas of a Chi- 
nese and a farmer from Honey- 
l^rook, each in his own tongue, and 
to enrich the ideas which are simi- 
lar, and to compose those ideas 
which diverge. If radio can (as it 
does any Sunday morning) trans- 
port the population of America in- 
to a fishing \ illage in Cornwall, or 
transport the population of Brit- 
ain into Mason City, Iowa, to hear 
some 6,000 army turkeys being fed. 
radio is ready to try broader and 
even more specific jobs of hinclling 
all the barriers the selfish isolation- 
ist in any nation has ever set up. 

Radio is not alone in aiming to- 
Avards far broader post-war residts. 
Motion pictures are discxnering 
new educational as well as emo- 
tional demands and technicjues, 
and the pictorial and graphic arts 
may well bring new vigor to radio, 
as the arrival of sound brought 
new vigor to the screen. The age- 
old marketing practice of trial-and- 
error operates in radio with pe- 
culiar efficiency: the acceptable is 
swiftly tried oiu, heard, judged, 
and becomes a regtdar part of an 
expressed waiu of the peoj)le; the 
luiacceptable is rejected as instant- 
ly, and there is not e\en a cinder 
of waste left to mark the failure. 

rile steadx rise of .\merican 
radio to its t()da\-i)oint has been 
such a clexc'lopmeiU, such a ce)n- 
t inning projection of successful 
trials wholly inulerwritten by the 
1 isk-insiinc t and incinable scicn- 
tilie cnriositN of private enterprise, 
iurtlui noinial and rai)id progress 
in radio can be expected only so 
long as it heli)s and i)leases the 
:;ii,.'^)()0,000 families who depend on 
ladio four houis a daw 



rost-War Woman . . . 
...... the Facts of Life 

by ELAINE NORDEN, Campbell-hMthun 
Advertising Agency, Chicago, III 

Don't read any farther unless you are 
interested in the Facts of Life, and 
unless your mothers are willing you 
should hear them. Amid all the specula- 
tion about post-war woman and what 
she will or won't do, there seems to be 
just one safe guide-post, the one that 
points to the Basic Facts of Life. Wars 
may come and wars may go, but woman 
remains essentially the same. 

One of the most frequently asked 
questions about post-war woman is: 
"What will women in munitions plants 
and other war industries do after the 
war? Will they continue to work or will 
they go home?" 

The opinion of most of the war-work- 
ing women is that they will go home 
gladly. Last Autumn, women working in 
Detroit war plants were asked: "Do you 
want to stay in a factory after the war?" 
.^9 per cent said "Yes." 60 per cent said 
''No." 1 per cent were undecided. 

In these replies may be found the key 
to post-war planning by women now in 
war plants, and this key is forged from 
the Facts of Life, namely, that women, 
whether in slacks or dresses, are primar- 
ily interested in home, husbands and 
babies. Fundamentally given the oppor- 
tunity to follow her natural inclination, 
the great world of womankind is still 
basically romantic, domestic and mater- 
nal. That is why, post-war woman will, 
it seems, be glad to go home. 

All of which adds up to the fact that 
good old-fashioned married life bids fair 
to be immensely popular after the war, 
and advertisers who cater to it now and 

then have opportunity wide open before 

After the war, in that nebulous period 
familiarly referred to as post-war, may 
be too late to plan or conduct post-war 
advertising campaigns. Post-war woman 
is making her plans and decisions on 
many matters right now. A good exam- 
ple is the way thousands of women have 
been sending in fifty cents of their good 
money to the Andersen Corporation, 
makers of Andersen Window frames, to 
get a scrap book in which to paste up 
their ideas for their post-war homes. The 
day they can get a building permit and 
building material these women will be 
already to go. 

While we have post-war woman on the 
point of a pin under the microscope, 
there is perhaps one more Basic Facts of 
Life worth noting. And that is, although 
after the war, many women will require 
a complete re-conditioning job from 
spark plugs to transmission, and some 
women may even require a complete 
new paint job, the indications are that 
the post-war woman's basic chassis will 
remain the same. 

JUNE, 1944 


lelevision's Post-War Market 


TELEVISION broadcasting, obviously, 
cannot become a stibstantial, self-sup- 
porting, profitable advertising medium 
until television receivers are in hundreds 
of thousands, yes, millions of homes. 
There are many different views concern- 
ing the speed with which television will 
go forward after the war. l^he technical 
and economic problems of building sta- 
tions in key cities, of interconnecting 
those stations by network facilities, and 
of making available audience-building 
television programs are problems that 
constitute a real challenge to the engi- 
neering, manufacturing, business man- 
agement, entertainment, and advertising 
brains of the United States. 

To make television a nation-wide 
broadcasting service will involve the in- 
vestment of millions of dollars in studios 
and transmitters to be located in the key 
cities of the United States; and more 
millions of dollars for the building of 
network facilities and the production of 
suitable television advertising programs. 
Television cannot succeed without these 
services, but the answers to these prob- 
lems would rapidly develop if the big- 
gest j>roblem of all were solved, namely, 
an acceptable low-cost radio television 

In a recent siuvey (oiidiu ted lor RCiA 
ill I I scattered cities, a majority ol the 
111(11 and women polled indicated the\ 

# Television lias power (o make people 
ineicliandise more than money, will thus 
(inn-(>\er of goods and ser\ices says tiie 
ager of (lie Radio, IMionograpli and Tele 
Departiiieni of the Ri.X Victor Division, 
(ioi]>oi ation of America. 

would buy a good television receiver in 
the $200 price range. Based on 1940 
labor and material costs, and assuming 
no excise taxes, such a recei\er, I believe, 
is possible. 

Given a good low-cost tele\ision re- 
ceiver that is within the buying range of 
the average American home, broadcast- 
ing facilities and program service will 
develop with a speed which will amaze 
even the most ardeiu friends of televi- 

For C3ne, existing radio station o\vners 
are smart enough to know that if accept- 
able television receivers can be produced 
for the mass market, television audiences 
will build at a rapid rate. This means 
that the operators of a television station 
will not have to wait an indetei minate 
number of yeais belojc they haxc tele- 
vision audieiuc's large enough to pro- 
substantial achiitising re\inue 
which to pa\ ()|)craling costs and 
show some j)ro(it. 

foi anothei, the a|)plica- 
lion lot television licenses by 
100 or moic prospective oper- 
alois across the United Stales, 
which 1 bclicNc- the advent of 
an acceptable low-cost tele- 
\ ision receixer wcjuld bring 
loiih, would have a sahnary 

clue c 





effect on the price of television transmit- 
ters and studio e(juipnient. It would 
mean that manufacturers, instead of 
building one, two or three transmitters 
at a time, would build, possibly, 20 to 
25 at one time. Tlie lower prices made 
possible by this semi-quantity produc- 
tion as compared with the cost of tailor- 
made e(|ui})ment would encourage still 
more enterprising businessmen to go in- 
to the television broadcasting business. 

Then, too, the business interests erect- 
ing television transmitters in the key 
cities of the United States would create 
a tremendous pressure for the develop- 
ment of network facilities. Again, some 
enterprising organization will see that 
the combination of the rapid develop- 
ment of television facilities in a number 
of key cities and a mass market price for 
the television receivers would, in the 
course of two or three years, create an 
economic foundation for the profitable 
operation of network facilities, thus firm- 
ly establishing chain network television. 
These network facilities, will also be 
available for frequency modulation pro- 
grams and facsimile. 

rinally, the big national advertisers 
would recognize that the existence of 
low-price television receivers would as- 
sure the rapid development of a vast 
home television audience. Future televi- 
sion advertisers will want to get in on 
the ground floor with television pro- 
grams. The programs put on by these 
sponsors will be good programs, even 
though in the first two or three years the 
cost of television advertising per unit of 
circulation may be greater than advertis- 
ing in already established advertising 
media. Tliese marketing leaders know 
that television will be a great advertis- 
ing force, and a great sales force as well. 
For the first time, it will be possible for 
the manufacturer or distributor of mer- 
chandise actually to demonstrate his 
product or products in millions of 
homes simultaneously and at extremely 
low cost. That is more than effective 
advert is inir. It is effective selling. 

Television, as an effective agent of dis- 
tribution, can help bring about in- 
creased employment and a higher level 

of prosperity throughout the nation in 
the post-war period. 

Duly as people buy goods are people put 
to work turning out manufactured 
goods or growing farm products. Tele- 
vision, properly used, has the power to 
make people want merchandise more 
than they do money, thus creating the 
necessary turn-over of goods and services 
with which to create jobs. 

It is important for the future pros- 
perity of our people that large-scale tele- 
vision expansion start immediately after 
the war. A nation-wide television system 
should come into being before the first 
post-war blush of prosperity begins to 
fade away, which, based on previous ex- 
perience, happens when the most urgent 
consumer needs have been taken care of 
and the wholesale and retail stocks have 
been built back to normal. 

With a television system in existence 
at that time, American agriculture and 
industry will be in a position to present 
their products and services so effectively 
that a high level of purchasing will be 
maintained, thus contributing to the 
maintenance of a high level of employ- 

Any substantial delay in starting tele- 
vision after the war will be a disservice 
to all of our people, and the price paid 
for this delay will be measured in terms 
of a reduced volume of turn-over of* 
goods. Which in turn, means a reduced 
number of jobs. 

Assuming that television is given the 
green light, and no obstacles are placed 
in the path of its commercial develop- 
ment, then we may expect the rapid ex- 
pansion of television receiver sales in the 
first television market, that is, New York, 
Philadelphia, Albany-Schenectady, Chi- 
cago, and Los Angeles. Television trans- 
mitters already are in operation in these 
cities. This first television market has 
25,907,600 people; 7,410,000 wired 
homes, and 28.46 per cent of the U. S. 
buying power. 

Within 18 months after television re- 
ceivers are available at a |200 retail 
price, 741,000 homes will be equipped. 
Assuming the average viewing audience 
(Continued on page 212) 

JUNE, 1944 


'^^^^^- *' """*" 


Telecasting will be available for smaller cities and 
for rural areas, ivrites the president of the Allen B. 
Du Mont Laboratories. He maintains that ivherever 
a broadcasting station is now maintained, a tele- 
casting station will iiltitnalely be operating. 

TELEVISION is ready for the advertiser. 
Tliis marks the third round now 
(oniing up in television's commercial 
title bout. 

The first round was devoted to engi- 
neering. Television progressed from the 
crude mechanical scanning technique, 
limited to simple animated silhouettes 
and close-ups of live actors which mere- 
ly proved that images as well as sounds 
could be transmitted via radio, lo the 
highly refmed electronic technique cap- 
able of telecasting detailed, full-toned 
pictures that compare favorably with 
talking movies. 

Then the second round featuring pio- 
gramming, starting with those animated 
silhouettes and close-ups of live perform- 
ers and progressed to real stage settings 
■.i\](\ s{\eral performers, regular theatre 
movies, and to remote pick-iq)s of spoi t- 
ing events, shows and news events. 

Now there is ihc ihiid and (mi;i1 roinid 
to decide who is goiiig to pay for the 
television show, with special emphasis 
on ihc sponso)-. This is the (lilicil 
round. Labelled ■(•( <)n<)nii( s, " ii niusi 
decide whelher lelevision is i(;dly a 
conmier(ial pro[)osition i.uliei than an 

interesting demonstra- 
tion, side-show or mere 
hobby. And since tele- 
vision follows in the 
footsteps of sound 
broadcasting, its com- 
mercial aspects are 
'^'^'^'^'^'^'^^^^^^ pretty well defined. 

Television is prepar- 
ing now for the post- 
war era. Prior to Pearl 
Harbor it already was well on its way to 
early conmiercialization. Several telecast- 
ers were on the air with fair entertain- 
ment programs, while the television 
audience was growing steadily, thanks to 
the production and sale of telesets. In 
the New York area in particular, several 
thousand telesets were installed, for the 
most part in public places such as tav- 
erns, restaurants, hotels, clubs, and thea- 
tre lobbies. When the war forced the 
abandonment of teleset production, it 
seemed for a lime as though television 
generally nugin come lo a complete 

lloAve\er, through spa re- lime ellorts, 
the husbanding of existing equipment, 

;rit, tele\ision has con- 
progress duiing these 

and e\(Mi sh(>er 

tinned lo make 

war years, and, in fact, is now set for its 

lull-scale conunercial debut (he moment 

wai restrictions are ic inoMcl. 

i'Voni ihe beginning the \)v iXIoNT 
oigani/alion has insisicd and still does 
insist ihai lelevision is by no means a 
ioinn'dable undertaking, limited only to 
indi\ iduals oi oigani/at ions possessed of 
ticinendous (inancial means. Our organ- 



ization has demonstrated that the tele- 
vision niouniain (an be cut down to a 
molehill. A stail can be made on a mod- 
est scale, and the advantages ol telecast- 
ing can be brought to most areas 
throughout the country instead of being 
limited to leading metropolitan areas. 

The studio of Station WABD has until 
now been a relatively small office space. 
Our lighting ecpiipment consists of 
several rows of refle( tor-type incandes- 
cent lamps moiuited on a pivoted ceil- 
ing rack and readily aimed over any 
section of the small studio, together with 
several spot lights for boosting the il- 
lumination or providing dramatic light- 
ing effects. Despite such limited quar- 
ters and lighting means, we have pro- 
duced ambitious programs. We have piu 
on sizable orchestral groups, such as 
Fred Waring and his Pennsylvanians. 
Last Christmas we telecast Dickens' 
Christmas Carol, with several costumed 
players, convincing props and back- 
grounds, together with dramatic light- 
ing effects and startling camera angles. 
We shall be working in a large studio 
shortly, but meanwhile, we have dem- 
onstrated what can be done with mod- 
est facilities. 

In oiu' studio we are using Du Mont 
cameras, permitting of smooth flow oi 
action from one scene to the next, and 
the inclusion of interesting close-ups and 
detailed shots. The cameramen wear ear- 
phones and are constantly in touch with 
control room and studio director, receiv- 
ing instructions on the placement and 
aiming of their cameras. The pick-up of 
each camera is recorded on a correspond- 
ing monitor screen in the control room, 
so that one camera or the other can be 
cut in and its image flashed over the air. 
As each camera is cut in by the control 
room, a red signal light flashes at that 
camera, so that performers know which 
camera to face and therefore play to the 

Our studio facilities include movie 
pick-up equipment, whereby regular 
films can be used for program material, 
either with the fihii sound or with elec- 

trical trans(ription. Many of our pro- 
grams blend in the live studio pick-iq> 
with the movie pick-up, supplemented 
by transcribed music. 

As for personnel, here again we have 
made a molehill out of the television 
mountain. We have a minimum of tech- 
nical personnel for the operation of the 
television transmitter, control room, 
studio cameras and microphones, and 

These are our reasons for saying that 
television can be simple. Telecasting 
service will be available not only in the 
leading metropolitan areas but also for 
smaller cities and rural areas, because 
wherever a broadcasting station is now 
maintained a telecasting station can and 
will idtimately be operating. 

lelevision will not replace sound 
broadcasting but rather will supplement 
present broadcasting service, just as the 
pictorial or magazine section simply sup- 
plements the Sunday newspaper and 
provides that much more of a service to 
the readers. Soimd broadcasting is cer- 
tainly the primary entertainment. It can 
be enjoyed while the listener is doing 
othei' things. Television, on the other 
hand, requires concentrated attention. 
But television is the complete entertain- 
moii when the necessary concentrated 
attention can be granted. 

Schedided programs of high quality 
will not go unnoticed for very long. A 
leleset tuned in on such programs will 
soon sell a second and a third teleset, 
and so on and on. Broadcasters, except 
for the very early days when the only 
money in sight had to come out of set 
sales, have never bothered to see that 
radio sets were made and sold. That was 
another phase of the radio business, 
which they left to radio manufacturers. 
So with television. The telecasters will 
piu on the programs. The programs will 
create the clesire for telesets. Those tele- 
sets will l)e made and sold. And the 
growing number of telesets will create 
the television audience in every area 
where telecasting service is available. 

JUNE, 1944 


Television... SP 

loday and 



Charles M. Storm Co., Inc. 

^P There is relatively little difference 
between the television of today and that 
of tomorrow. Television is here right 
now, today, and make no mistake about 
it. The basic fundamentals are already 
known; the groundwork has already 
been laid, and the foundation needs 
only a few decorative stones to be the 
solid structure necessary to support the 
greatest mass mediinn in ihc history of 
the world. 

The television of tomorrow will be 
largely a refinement of the television of 
today. The compaiatively crude stage 
facihties axailable, the inexperience in- 
herent in a young enterprise, the inej)t 
techniques natural in a field wluic 
everyone is a television tyro are del a lis, 
not basic differences. Television, al- 
though a new medium, a new bian(h 
of show business, if you will, is adualls 
a combination of se\eral others, with an 
in(rc(bbl(' box office and circuhuion jx)- 

I he fundamentals ol showiiKnislnj) 
and ijoor/ fjyoiyyaniKiinij^ do not cliangc. 
It is sini|)ly in llie details that the icdne- 
ment of te(hni(|ues makes itself felt. 
Jack Bcnns was a xcry funny (onu-dian 
in his thcalic (la\s; he is a niosi amusing 
ladio |)(i sonalil \ ; he will he {(luallN en 
Kilaining on Iclcx ision. .\ i^ood (oiuc 
dian is a good (onicdian whcihci he is 
jH'iforming in a snhinaiinc . ai an .\iin\ 
camp, on a ladio piogiani oi hcloic a 

television camera. Likewise, a good 
drama is a good drama. The basic does 
not change, although the technicpie may. 
So far as the technicjues of j^rogram- 
ming go, I have had an opportunity to 
experiment during some 75 to 100 tele- 
casts, most of them done by this agency. 
We do not find programming an insu- 
perable task. On the contrary, we find 
that a certain amount of simplicity is 
both desirable and practical. We find 
that much of the raclio technicpie must 
go by the boards. A crooner, for exam- 
ple, is miscast on telexision, because it 
is impossible to pick up his xoicc with- 
out getting the miciophonc into the pic- 
tnic, one of the catclinal sins. 

# Ihe same thing is tine in the dia- 
niatic fieid. The 50 year-old woman 
who, through a caprice of nature still 
has a youthful cjuality in lur xoicc, Avill 
ha\c' to start playing matrons, instead ol 
the l(S-year-old ingenues who haxc made 
het a good lixing for \c'ars. Likewise, an 
a(toi who (aiuiol, as an actor should, 
memori/e lines, and make use ol his lace 
and l)ocl\ to portras a role, will sim|)l\ 
ha\c to make wax loi a(tois who {(in. 

# Let's lake a (|ni(k look at how the 
ad\en! ol telexision will alle(t oni j)res- 
enl ladio setup, holh lioni the agenc \ 
and ihe network standpoints, lelex i- 
sion s previous historx has ahcadx dupli- 



cated the history of radio programming; 
that is to say, the stations and networks 
started out by controlling it, then speed- 
ily gave way to the agencies, and were 
never able to recaptnre important pro- 
gram control. When television first start- 
ed (and I speak of New York city, since 
that is where my direct experience lies) 
programming was controlled by tw^o 
networks with their own television out- 
lets. As of today in the same area, the 
live programming is mostly done on an 
independent station, virtually all of it 
by agencies. Among them are Compton, 


HARDT, Newell-Emmett and ourselves. 
I might point out, too, that one agency 
at least has already employed the Wil- 
liam Morris Agency to build a package 
program, exactly duplicating what hap- 
pened in radio. The networks, you see, 
have already lost television program 
control. I do not believe it is possible 
for them to get it back. 

I might also mention that the mo- 
tion picture companies are already en- 
trenched in the television field. Those 
with large holdings include Warner 
Bros., RKO, Paramount, and Balaban 
and Katz. Package producers have al- 
ready come along, too. In other words, 
we have program control, at this point, 
in the hands of the agencies and, to a 
certain extent, of the package producers, 
with the radio netw^orks running a very 
bad last; and with the added competi- 
tion of the motion picture producers, 
who have already mastered a compar- 
able technique. 

• The businessmen of radio are in for 
an adaptation of thinking, and this 
needn't be terribly worrisome. For exam- 
ple, the treatment of commercials is sim- 
pler and much more dramatic. If you 
want to sell Tintex, let's say, holding 
up a box of the product replaces about 
90 of the 100 words of your usual com- 
mercial; and when a woman dyes a gar- 
ment in front of the television camera, 
you have a commercial that no assort- 
ment of words could duplicate. 

An interesting facet, incidentally, is 
the fact that it will be extremely difficult 
to limit the timing on commercial copy. 

The Jack Benny program, for example, 
might perform against a backdrop dis- 
playing a package of Pall Mall Ciga- 
reites, with some brief message about 
the virtues thereof. This woidd be equiv- 
alent to a solid half-hour commercial. 
He might puff a cigarette while on the 
air, which would be along the same 
lines. It is going to be pretty difficult to 
limit that, and it's obvious that it takes 
less ingenuity in cases of this kind to 
work out a visual commercial than is 
now required to re-phrase the same 
commercial copy one thousand and one 

Here again it's cjuite evident, I be- 
lieve, that the accent w'ill be on show- 
ijianship rather than radio experience, 
and the local advertiser won't have near- 
ly as much difficulty as you might think. 
So long as there is a sign-painter avail- 
able in his vicinity and an average 
amount of local talent, he can do tele- 
vision programs. To help him, there will 
be films built by package producers wath 
room for insertion of local commercials, 
very much as analagous transcribed serv- 
ices do it today. I don't believe the re- 
quirements will be too onerous. 

There will be some increase in cost, 
of course, but there is such a variable 
in radio entertainment that I cannot 
consider this an insurmountable obsta- 
cle to television. The cost of half-hour 
shows ranges from a few dollars to 
$25,000. In television, the low cost fac- 
tor will be covered by film. A little in- 
genuity will cover the stage setting angle 
very nicely. On our shows, for example, 
our settings have all been created by the 
agency's Art Department, who do all of 
their television work as an extra-curric- 
ular activity and, since the settings them- 
selves have to be comparatively small, a 
dash of ingenuity will replace a lot of 

I should like to stress the fact that the 
likening of radio to television is to a 
vast extent somewhat of a mistake. Tele- 
vision is akin to radio only in that it is 
electronic and reaches a potential circu- 
lation of millions. From a technique 
standpoint, however, it is much closer 
to the motion picture and the stage. 

JUNE, 1944 


lele -Words from the Sponsor 

by TED LONG, of Batten, Barton, 
Durstine % Osborn, Inc., New York City 

ALL in all, Batten, Barton, Durstine 
i & OsBORN, Inc. produced some 26 
television shows between July 23, 1943 
and March 1 of this year. Every show 
had a commercial, and the sponsoring 
clients included Royal Crown Cola, 
Hamilton Watch Co., Vimms Vitamin 
Tablets, B. F. Goodrich, Blackstone 
Cigars, Wildroot Co., Remington 
Arms, Easy VV^ ashing Machine Co., and 
G. E. Mazda Lamps. 

One of our reasons for doing this work 
was to find out what television was all 
about, and to sound out its possibilities 
as an advertising medium. Another was 
to learn the fundamentals so as to be 
able to advise our clients intelligently. 
Too, we wanted actual experience in the 
production of the television show and 
its commercial. 

We have found that there is a tremen- 
dous amount of know how involved in 
television. You cannot put on a televi- 
sion show by reading how it is done. 
The only way to learn is to put on a 
television show, or better yet, a lot of 


1 don'l think we have learned all there 
is to know l)y any means, but we are 
working oui let Inu'(jiies by which we 
will be ;iblc lo ncKcrtise our (lienls' 
j^rodiKts when ihc^ day comes that vjc 
(an buy television time for theuL 

From the ii(l\ ci i isci 's j)()iin of view, 
the (oninu'K i;il, ol (onisc is ol j)iimary 
inijx)) l;ni{ c, and willi llial in nnnd, we 
picsciH licic a nunil)(r ol examples ol 
t lie Iele\ ision ( oinincK iai. 


The brief announcement for the 
Hamilton \Vatch Co. illustrates how 
sight and sound can effectively drama- 
tize what is in reality a time signal. 



C lose-Up of 
Hamilton Man's 
Strap Watch 
Time is 

Announcer's Voice 
The time is now nine- 
thirty, brought to you 
by Hamilton — the Watch 
of Railroad Accuracy. 
(Pause) Hamilton's major 
effort is now going to the 
war program — therefore, 
there are few if any Ham- 
ilton watches available. 



Slide of Flying 

Instead of making watches 



for civilians, Hamilton is 


(5 Seconds) 

now busy making preci- 
sion watches and instru- 

Slide of 

ments for the war. One of 


these is the navigation 

Holding Master 

watch which helps guide 

Navigation Watch 

this Flying Fortress. 

(5 Seconds) 

Hamilton Master 

Here is a Hamilton Mas- 


Navigation Watch 

ter Navigation Watch used 


Time is Twenty- 

by pilots and navigators 

One and a 

on many American war 

Half Hours 

planes. As you can see, it 
figures time in 24 hours 
instead of 12. Hamilton's 
long experience in build- 
ing watches for railroad 
men and precision instru- 
ments for the government 
itisures the greatest possi- 
ble accuracy in every 
Hamilton watch. 


Sound effects of speeding 


"Hannilton — 



the Watch of 




Ihis lele\ision (onnncKial lor the 
R()^ \i Crown Coi.a Co. indicates that 



with this new nicdiuni the sponsor's mes- 
sage can in itself provide entertainment. 


Royal Crown Cola 
Presents "Prairie 
Love Call" 

Cut to Puppet Set 
Cowboy Sitting 
on Fence 


M. C. 

The makers of Royal Crown 
Cola bring you their version 
of a western romance. (Fade 
in music — "I'm an Old Cow- 


One interesting technique winch tele- 
vision makes possible is the program 
which focuses on the advertiser's product 
without in any way making the commer- 
cial message too blatant. Calling All 
Hunters for the Rkmington /Xrms Co. 
is an example. 

Folks, I'd like you to meet 
a friend of mine — Lester Lari- 
et. Old Les is one of the hard- 
est riding wranglers in this 
here state of Texas. Take a 
bow, Les! 




Remington Arms Co. 


"Calling All Hunters' 

Music (Yz Min.) 

Puppet Bows 

Girl Puppet Walks 
on Scene 

Cowboy Puppet 
Begins to Play 
Guitar and Sing 

Girl Puppet Hands 
Small Bottle of 
Royal Crown Cola 
to Cowboy 

Corallin' cattle for to feed 
Uncle Sam's army keeps Les- 
ter mighty busy these days . . . 
but he still tries to get time to 
do a little romancing with his 
gal friend, Arkansas Annie. 

Why here's Annie now . . . 
right purty gal, ain't she? Say 
Les, how about a little sere- 
nade for the lady? Tune up 
that there geetar and give out 
with a song . . . 


Featuring Mr. 

Oliver Rodman, 

Editor of 

Outdoors Magazine, 

Famous Sportsman, 

Hunter, and Game 


. . . and Mr. Gail Evans 

W ell-Known Expert 

on Guns . . . 

Music (Vz Min.) 

Voice (over very horrible 
strains of badly played gui- 

I'm . , . an . , . old . . . cow 
. . . hand . . . from . . . the 
. . . Rio Grande . . . (guitar 
playing stops). Aw nuts to 
romance . . . ain't no gal 
worth that effort! 

2nd Speaker 
(Camera 1) 

Nov/ Lester! What you need 
is time out for a quick-up 
with a frosty bottle of Royal 
Crown Cola. Annie, give that 
poor boy a bottle of Royal 
Crown Cola. 

. . . Now I know all of 
you hunters have heard 
the various rules of safe- 
ty^ in gun handling. Yet, 
it's a good idea to remind 
you again. In a few days 
— if you haven't been out 
already — you're going to 
be out hunting. So just as 
a refresher, I'd like to 
show — with television il- 
lustrations, so to speak — 
some of the more basic 
safety rules of gun han- 
dling. , . . 

Demonstrator with Gun 
(Camera 2) 

Voice (Girl) 
Sure will. It's the best there 
is, too — cause it's best by 

. . . Here is a hunter load- 
ing his gun. He could 
have loaded it earlier — 
at home, in his car, or 
back at camp, but he has 
waited until he was act- 
ually ready to start hunt- 
ing — until he came to a 
spot where there was a 
possibility of actually 
sighting game. . . . You'll 
notice too, that he carries 
only the proper gauge 
shells. Now a hunter may 
take several guns of vari- 
ous make and calibre with 
him on a hunting trip, but 
while shooting with a 
twelve gauge gun he car- 
ries 12-gauge shells only. 
He leaves all others in his 
car or back at camp. . , . 

Dissolve to Slide of Narrator 

Royal Crown Cola j^^t's right, folks, from coast 

Dottle (g c^ast Royal Crown Cola is 

best by taste-test. And out in 
Hollywood more than sixty 
famous movie stars voted 
Royal Crown Cola best-tast- 
ing. And remember folks, this 
big five cent bottle of Royal 
Crown Cola pours not one. 

Cut to Puppet Set ^„^ jyyQ f^n glasses. Wal, 

how's about it, Lester, did 

Royal Crown Cola give you Demonstrator Walks 
that old quick-up? Few Feet, Comes to 

Fence Snaps on Safety 

Cowboy Puppet Voice (Male) ^""^ ^'^rj* ^^''*>« «/ 

on'hZtar ^''^ ?^^ ' ' ' ""^•- ^'""T'- ^^ ^^ ^"^ GuJl'^Zwi^';. 

on L.uttar fast peppy guitar playing.) Ground Before 

Climbing Over 

Girl Puppet Flings Voice (Girl) 

Arms Around Qh, Lester, you're wonderful! 

Cowboy Puppet 

Dissolve to Slide: (Music: A little Grey Home 

Remember Royal '« '''^ West.) 

Crown Cola — It's 

Best by Taste-Test (Continued on page 214) 

. . . Whenever you come 
to a fence, put on the safe- 
ty and open the action of 
your gun before climbinr, 
over. This may seem !ihf> 
a superprecaution, but it's 
not. Hunting accidents 
have been caused by fel- 
lows tripping or missing a 
step as they go over a 
fence with a loaded gun. 
It's safer and wiser to un- 
load. . . . Another sound 
precaution is to never lean 
a loaded gun against a 

JUNE, 1944 


9 Will there realh be a naiiouwide 
television system similar to that o£ 
broadcasting? We believe there will. 
Television networks, international as 
well as domestic, will be made possible 
by automatic, unattended radio relay 
stations and other new developments. 
W^ithout doubt, the aiuomatic relay ot 
television pictures and messages horn 
city to city, from coiuitry to coiuitry 
gives promise of a radically new method 
of communication. 

Radio relays are sufficiently developed 
so that television can depend upon 
them for distribution of its pictures from 
city to city. AiUomatic, unattended radio 
relay stations, located 20 to 50 miles 
apart, will link television stations into 
national chains, and the routes of these 
radio relays will extend to any part of 
the world. 

These radio relay stations as the engi- 

neers en\'isage them will look like a 
streamlined lighthouse with little bulg- 
ing eye-like windows at the top facing 
to the four winds. Behind each of these 
windows is a highly directive centimeter 
wave antenna. 

The radio relay system ^vill be no one- 
way ethereal street. Multiple channels 
make it all the more promising in effi- 
ciency, flexibility and service. The rela\ 
towers will handle numerous circuits, 
for example, down and back from New 
York to W^ashington. Furthermore, the 
circuits can be multiplied to any. reason- 
able extent, not only to carry one tele- 
vision program biu several simultane- 
ously, as well as FM sound broadcasts, 
telegraphic traffic and facsimile. 

The main relay system will probably 
be like a great inter-city spine, becoming 
inter-state and eventiuilly transcontinen- 
tal. The ribs will spread to television sta- 

Kadio Relays for Television 

Automatic Stations Will 
Link Farflung Networks 

by RALPH R. SEAL research 
director, RCA Laboratories 

tions. Television programs originating 
from two stations in two different cities 
will be fed simultaneotisly into the relay 
system, and in this way, the relay system 
becomes a trunk line that can be tapped 
at will by the television stations in other 
parts of the coiuitry. 

In addition to this main system, there 
are supplementary methods of operation. 
In the simplest form, the relay station 
might serve as a link in a chain of sta- 
tions. For example, if one of these radio 
h'ghthouscs were located atop the Orange 
Mouniaiiis in New jersey, its eastern eye 
might inUMxept pictures from New York 
(ily and bounce ihem along to the sta- 
tions in other diicc tions within a r)0-mile 

Stanchnd iclex ision stations Avitliin 
tli:it incii would intei(ci)t the pictures 
iind 11 hioadc ;ist them to lionus. Sinud- 
taneously, these standard stations, as 
well as the lelay stations within the 50- 
(ilontitmcd on JxiLi^c 2/2) 



Get Set for Sight 

Tele Studio Need Not Be 
Elaborate Nor Costly 

by I a Mc LEAN, of the 
General Electric Co. 

As we see it there will be two major 
i applications for television after the 
war. The first, and perhaps the most im- 
portant, is broadcast television which 
will add a new dimension to home en- 
tertainment, and will provide one of the 
most powerful mass advertising media 
ever developed. Secondly, there is indus- 
trial television in which pictures and 
sound will be carried by wires or by 
radio transmitters from one point to 
another for various private commercial 
uses. For example, industrial television 
might be used as a powerful merchan- 
dising medium by a department store. 
The fashion show taking place on the 
eighth floor might be wired to display 
projectors located on all other floors of 
the store and in the show windows en- 
abling shoppers throughout the store to 
see the latest styles. 

Theatre television may well be of the 
industrial variety. A live talent program 
originated at a central point could be 
wired to a number of theatres and then 
projected on the regular theatre screens. 
News and sporting events could be made 
available to the audiences of a large 
number of theatres by such a system. 

These applications of industrial tele- 
vision are all very interesting, but I want 
to discuss here the probable growth of 
broadcast television. 

The first step in the establishment of 
television on a widespread scale will in- 
volve the construction of master televi- 
sion broadcast stations in the larger 



• J. K. Gannett, (right), vice president of the 
AUSTIN CO., explains this working model of 
a large television network broadcasting studio 
to Dr. Walter R. G. Baker, (left), GENERAL- 
ELECTRIC vice president. Interested spectator 
is Waldo G. Bowman, (center), editor of 
Engineering News-Record. 

population centers throughout the coun- 
try. These master stations would have 
extensive studio facilities, and staffs cap- 
able of originating complex programs 
such as musical comedies and Broadway 
plays. A studio designed by the Austin 
Company in cooperation with General 
Electric represents the advanced design 
and functional construction which the 
basically new technicjues of television re- 
quire. Television incorporates the best 
from radio, stage, and motion pictures, 
and this studio combines the functions 
of each of these media to provide a 
building ideally suited for the produc- 

JU N E, 1944 


tion of television programs. A large stage 
area including a revolving stage 96 feet 
in diameter allows rapid change of 
scenes, and this turn-table stage, new to 
television, allows studio equipment to 
be used to the fullest extent, and makes 
duplication of apparatus unnecessary. 

A large area around the revolving 
stage is used for the construction and 
storage of stage sets and properties. The 
large doors in the rear of the building 
permit advertisers to bring products as 
large as airplanes onto the stage. The 
audience seating areas are arranged with 
drojj partitions so that one audience can 
witness a program while a second audi- 
ence, invited for the succeeding pro- 
gram, may take its seats withoiu inter- 
rupting the program being televised. 

The anteinia momued atop the tower 
on the studio building carries ihc |)i(- 
lurcs and sound programs honi ihc 
slU(ho lo llic 1 1 ansniil 1(1 \\lii(li is local 
('(I iiigli on a hill in the dislaiue. lioni 
ilial j)oini ilic pioi^iani is bioadcasl l)\ 
uicans ol liigli-j)()\v(i cd li ansnn'lUi s to 
I lie homes I In oui^houi I he ai ( a. 

()l (oiusc. ii is nol ncccssaiA lo ha\c 
.1 laii^c and claboi.tU- sludio lo prcsiiu 

• A juggler is televised during a 
down show at WRGB, Schenec- 
tady, N. Y. 

a wide variety of interesting television 
programs. Simpler studio designs for 
smaller television studios will be avail- 
able. General Electric's television sta- 
tion WRGB in Schenectady, N. Y.. 
makes use of an existing building which 
was modified for use as a television 
studio. The interior of the main studio, 
approximately 40 by 80 feet, has been 
com|)letely sound-proofed. Air-condi- 
tioning apparatus has been installed, 
and on the ceiling are mounted water- 
cooled mercury-vapor lights. 

What will some of the post-^var tele- 
\ ision studio and transmitting equip- 
ment look like? Studio equipment will 
include a water-cooled mercury-vapor 
ceiling light which can be tilted and 
turned remotely from the control room. 
The amount of light can be varied b\ 
means of the sluuters on the face of the 

A portable microphone boom for 
studio use will allow the operator to 
stand on the floor, or sit before a small 
control panel, and move the microphone 
over a wide area, following the action as 
it progresses through the scenes. 

Telc\ ision is dynamic and the cameras 
must move rapidly and smoothly from 
one position to another dining the pro- 
gram. A camera dollie has been designed 
specifically for this application. The 
operator has the camera directly in front 
of him in a normal position, and the 
(amera has turret lenses which can be 
lilted and tinned by moxing this control 
wheel. The cameia dollie itself is self- 
propelled and is (onirolled by the oper- 
ator l)\ means ol loot pedals. 

Ihe heail ol the tele\ ision studio is 
the (ontrol room. Mere the j)roduct'r 
and his staff direct all operations in the 
studio and monitor the program as it is 
broadcast. A p()st-\vai monitoring con- 
sole with iiionilois lot each camera in 
the studio, and coiuiols lot maintenance 
ol |)i(tuic (|nalit\ will be standard 
(•(|uipm(iu. In the coiuiol room also are 
(Conliniicd on [xigc 2/3) 



Program Policy Makes the 
Personality of a Network 




by JOHN SHEPARD, 3rd, president 
of the American Network Inc. 

W W^hen The American Network 
Inc. was organized in 1941 for the ex- 
clusive purpose of broadcasting network 
programs by FM, we realized that FM 
construction on a nation-wide basis 
would not happen overnight. We 
wished, however, to take advantage of 
this period of waiting to develop a very 
special kind of network service. To 
match the technical perfection of FM 
with programming skill is our goal. 

We believe that a radio network can 
and should have as distinct a personality 
as a great newspaper or magazine. Out- 
standing publications invariably have a 
definite character. They have a clear 
editorial policy which governs the selec- 
tion and presentation of material. The 
American Network will have just as 
definite a policy in its programming. It 
will be a policy of bringing to listeners 
the kind of programs they want to hear 
at the time they want to hear them. 

Our program policy will not only 
insure listeners a pleasing variety of ex- 
cellent radio entertainment, but it will 
provide special advantages which spon- 
sors will recognize. We will attract a 
wide, yet select, audience. It will be a 
part of our policy to protect that audi- 
ence from any offensive or annoying ad- 
vertising abuses and sponsors who ap- 
preciate that The American Network 
offers a unique medium for reaching the 
cream of the market will readily recog- 
nize the wisdom of intelligent commer- 

Essentially, there must be an earnest ef- 
fort to satisfy the highest desires of lis- 
teners. Discrimination, good taste, and 
soiuid judgment are necessary. 

As the first step in that process, we 
have engaged a recognized research 
agency to condtict an extensive listener 
survey. This will provide the necessary 
authoritative information by which we 
can gauge public interests. We hope to 
design an ideal program structure that 
will provide the listeners a balanced 
program but that will be sufficiently flex- 
ible to adjust to varied tastes. The kind 
of quality we are after can not be 
achieved, we know, with one exclusive 
type of radio program material. Surveys 
indicate that listeners want certain types 
of entertainment or information at cer- 
tain hours. We shall try 
to. plan a schedule that 
is in accord with their 
preferences and habits. 

A popular, diversified, 
well-balanced program 
schedule that will pro- 
\ide top music, news, 
drama and variety shows 
is the basis for the kind 
of policy the American 
Network is trying to 
build. Coupled with this 
is the fact that FM will 
make history because of 
its clear, unhampered 
reception of amazing 

Of what is such a program policy Of such things is per- 

made? 1 here are many factors involved. sonality made. "^ 

JUNE, 1944 





What About Equipment Costs, 
and Station Locations for FM ? 


electronics department, 

General Electric Co. 

THE trend to FM is already well estab 
lished. In 1938 there was one experi- 
mental FM station. There were 7 in 
1939, 11 in 1940, and in 1941, when 
commercial stations were first author- 
ized, 18 commercial, 2 non-commercial, 
and 14 experimental stations were 
broadcasting. During 1942, 48 stations 
were in regular operation. Five more 
have been added since. AVhen the war 
stopped FM expansion, a total of more 
than 100 indi\ idiials, many of them 
operators of AM stations, had applied 
for construction permits. The FM broad- 
casting stations operating today cover a 
territorv having a poptUation in excess 
of 50,000,000. \More than ()00,000 FM 
receivers are in the hands of the public 
at the present time. 

The broadcasting pictine as it is to- 
day, indicates approximately 900 AM 
stations and 53 FM stations are now 
operating regidarly. We predict that on 
the basis of applications already on file, 
and on the basis of a recent General 
Electric survey, the broadcasting pic- 
ture five years after the war in the 
United States will show a decrease in 
AM stations from approximately 900 to 
750 and an increase in FM stations from 
53 to 500. 

The superior pott luialilies for soiuid 
broadcasting which FM possesses over 
AM all stem from two basic differences 
bt'lAVcen \\\v two systems. 

crowded (onthiions that pre\ail in AM 
l)r()ad(asiing, j^articidarly on the higher 
fre(iuencies; 912 stations occupy a total 
of onh' 10() channels. Ihis might be 
(oinpaic'cl lo li\ing to operate 912 auto- 
inobiics ill a j;i\cn ienglli of lime on a 
roadway thai was cai)able of })r()perly 
handling onh lOh. Tnclcr such condi- 
tions someone wouhl i)c apt to get a 
hcnt Uiidci or lose a huh caj). 

Most hioadcastcrs tochiN are lann'liar 
with tile hi( t tiiat sk\-\\a\cs exist at 
ni^lu hut not in the (la\tinic; that tiiis 
dictates the ( hissilu at ion of (hainicis as 
(Itaifd oi siiaicd; that sliaitcl (Iiannel 



stations have less coverage at nii»h( than 
in the daytime, and that cleared channel 
stations in addition to a primary service 
deliver an intermittent but useful sec- 
ondary night service which, up to a 
point, grows better the farther you go 
away from the station. 

To anyone familiar with the restric- 
tions imposed upon broadcast service by 
the vagaries of interference and fading, 
it is plain that nature was none too kind 
to us when it wrote the laws of propa- 
gation for frequencies between 550 and 
)cm kilocycles. 

Around 50,000 kilocycles in the FM 
band, however, radio waves act more 
reasonably. In general they travel out- 
ward in all directions to distances two or 
three times line-of-sight, that is 20, 50, 
100 miles and sometimes farther. While 
we cannot say that sky-wave transmission 
is entirely non-existent in the FM band, 
we do know that FM stations have sub- 
stantially the same coverage areas day 
and night. 



With either AM or FM reception, it is 
not the absolute strength of the radio 
signal from the desired station which is 
important, but the ratio of the desired 
signal intensity to other potentially in- 
terfering noises or interfering radio sig- 
nals. With AM broadcasting the desired 
signal must be of the order of 100 times 
as strong as the imdesired disturbances 
or interference, if completely clear and 
undistorted reception is to take place. 
However, with FM the desired signal 
need be only approximately twice as 
strong as the undesired noise and inter- 
ference for clear reception. In other 
words, all other things being equal, for 
good clear reception conditions at a giv- 
en location, an AM signal must be at 
least 50 times as strong as an equivalent 
FM signal. 

Expressed in terms of power, the com- 
parison of the two types of modulation 
is even more startling. It takes approxi- 
mately 2,500 times as miuh power at an 

AM station lo deliver clear recej):ion at 
a given receiving point as it would for 
an FM station operating on the same 
frequency at the same place. In so far as 
the ability to overcome noise and inter- 
ference is concerned, a 200-watt FM 
station is the equivalent of a 500 kilo- 
watt AM station on the same channel. 


FM transmitters before the war were 
priced at levels slightly higher than the 
corresponding AM transmitters for rat- 
ings up through 3 kilowatts. Above that 
rating, however, FAI transmitters were 
priced lower than corresponding AM 
transmitters. To give you examples, the 
1 -kilowatt prices were $9,200 for FM and 
$8,100 for AM, and the 50-kilowatt 
prices were $75,000 for FM and $105,000 
for AM. This can be explained by saying 
that the equipment necessary to produce 
the excellent performance characteristics 
of FM represented a higher percentage 
of the cost of low^-power transmitters 
whereas for high power we realized a 
saving due to Class "C" operation of the 
R-F stages and the absence of high- 
power modulation equipment. Post-war 
developments may bring the prices of 
low-power FM transmitters more in line 
with AM transmitters. 

Tube costs are low^r for FM transmit- 
ters also because of Class "C" operation 
and the absence of high level modulator 
stages. Because the efficiency of ampli- 
fiers at 50 megacycles is not as high as 
in the conventional broadcast band, in- 
put power costs for FM transmitters be- 
fore the war were about the same as 
high-efficiency AM transmitters of equiv- 
alent rating. We expect post-war devel- 
opments to gi\c FM a slight edge. 

It is logical to locate the studio for 
operating convenience. It could well be 
placed in an office building in a down- 
town location in the average city. The 
transmitter, on the other hand, should 
preferably be placed where it will have 
maximum coverage; a hilltop, a moun- 
tain top nearby, or in some cases, it 
(Continued on page 211) 

JUNE, 1944 


Build Your Post-War 

*"Listen my children, and you can hear 
Through the opium-laden atmosphere 
The voices of soothsayers, prophets and seers 
All fortune-telling the Post-War years . . . 

You'll live on pills. You'll carry your bride 
To a home made of phenol-formaldehyde. 
With electronic beams to do the chores 
Electric eyes to open the doors. 
And radar (that newest of trouble detectors) 
To warn of approaching bill-collectors. 

And this, good friends — this prospect bright — 
Is to happen suddenly, quite overnight. 
Is it true, or false? Or a glorious hoax? 
(It's just a lot of malarky, folks.)" 

*That Wonderful. Wonderful Post-War World by 
George D. Wevcr. V. P.. Fuller & Smith & Ross 
(from an advertisement for Firth Carpet Com- 

TELEVISION, Radionics, Frccjuciicy Mod- 
ulation, Electronics . . . what niai^ical 
post-war horizons these words holcl h)r 
everyone ol us interested in radio adver- 
tising. What jjossibilities these thought- 
provokinj^ ideas have lor sales presenta- 
tion, lot bringing the buyer and seller 
(loser together and ior progrannning a 
ladio slalioii I he way people ought to 
hear it. Vo say tiie least it's going lo l)c 
a wonderful world! 

lU r has ihc (oj)\ wrilei wiio has 
writ ten these glowing maga/ine ads had 
an) conception ol what responsibilit) 

Fences Today! 

by lOUlS J. NELSON, }R. 
Wade Moerthmg Agenci^ 

goes with the development of each of 
these new ideas? Is the key to post-war 
radio as easy to find as his oracidar 
words would make it sound? I wonder! 

In my daily solicitations from radio 
stations and connnercial managers. I am 
constantly trying to ferret out and find 
what lies over the hill for radio acher- 
tising, inasmuch as there is not much 
good time available to buy. 1 o amplify 
this, let me tell you of a coiuersation 
that took place some months ago be- 
tween a midwesieiii radio station owner 
and another radio exe(uii\e. It all came 
about when the station manager was 
asked by the radio executive what he 
thought of the recent FM con\eiuioii 
in New York City. He paused a moment, 
and the imaginary stiaw was sticking out 
of the corner of his mouth, rhen he 
drawled. "lie//, last year Bossy (amc 
fresh with twin ((d\'es, and this year 
they're (meaning radio stations owners) 
out sl)enditii^ the iiulh (heik." 

While I will adniii ihat this is piob- 
al)l\ a rather unlaii achantage to take 
ol the KM bioadcasteis, I (annot see the 
ad\a!iiagc ol 1""M bioadc asi iiig oxer AM 
broadcasting at least from an economic 
standpoint. I 'ndoubteclK Iroin a tech- 
nical poini ol \ lew ii does give belter 
reception and lidelit), but does the lis- 



tcncr want it, and is he willing to pay 
the necessary price to buy another radio 
set that won't even have Bob Hope and 
Charlie McCarthy on? Also, who pays to 
develop and pioneer FM? The adver- 
tiser? I hope not! 

Each one of yon know the answer to 
this better than I do, and it isn't my in- 
tention to tear down what has already 
been accomplished by FM broadcasters. 
There are too many aginners today, and 
I don't want to be one of them. 

My main concern is that if we are 
going to be true to the vast problems 
that radio holds for us tomorrow, then 
we must do a better job with radio to- 
day. And there are many things that 
lead me to believe that advertisers are 
missing part of their earned and rightful 

To give you a better idea, let me cite 
some figures from C. E. Hooper. Here 
are the average ratings of all evening 
programs that Hooper has surveyed 
during the past three years. 





January 15 




January 30 



February 15 




February 29 



December 15 



December 30 



At the same time that there was this 
general sliding off in the average eve- 
ning ratings of programs, the total num- 
ber of sponsored evening broadcast 
hours per week on the four major net- 
works between 6:00-10:30 P.M. (EWT) 
was increasing as follows: 

January 1940 — 51 sponsored evening hours 

January 1941 — 62 sponsored evening hours 

January 1942 — 71 sponsored evening hours 

January 1943 — 69 sponsored evening hours 

January 1944 SO'? sponsored evening hours 

During this same period of time radio 
sets-in-use 6:00-10:30 P.M. (EWT) re- 
mained practically constant. In other 
words, new programs fail to increase the 
number of listeners to any one program. 
I cite these figures and facts not so much 
that they were startling to me and prob- 
ably are to you, but rather because they 
present a problem that unless it is met. 

will mean the lack of effectiveness from 
radio ad\ertising. 

Therefore, if a new program going on 
the air today hasn't an ecjual chance of 
obtaining an audience comparable with 
other similar programs, it means that 
radio or possibly even your program 
must find a way of improving itself. 

How to do it? There are several tested 
ways that we do it. P^irst, newspaper ads 
can do a lot to tell people about your 
program, because listening after all is a 
habit that must be cultivated, and un- 
less you get a listener at the time your 
program is on the air, your advertising 
message is lost. And when you come to 
consider the cost in relation to your 
time and talent, it is rather negligible. 
Of course, in these days of newspaper 
space rationing, you may find it hard to 
get newspaper space, but if you do not 
want too much, you can usually buy a 

Second, you can improve your listen- 
ing audience by changing the internal 
arrangement of your program. Some- 
times you can put your commercial an- 
nouncement in a different place, some- 
times you can get better talent, but in 
any respect, with a constant attention to 
small details, you can usually help to 
make your programs more listenable. 

And third, don't forget to use your 
imagination. This is what has made 
radio a great mediiuii in the past, and 
it will also make it a tremendous power 
in the post-war era. 

There are other radio problems that 
to my way of thinking could stand im- 
provement such as noisy spot announce- 
ments and offensive commercial copy, 
but these I feel are still part of the grow- 
ing pains of radio. These misjudgments 
of people's likes only time and conscien- 
tious dedication to the job ahead can 

Radio can only have a post-war per- 
spective if it learns some lessons from 
wartime living. Establish solid programs, 
and the post-war period will take care of 

JUNE, 1944 


Pioneer Now for 
Future Programs 

Yesterday Meets Ic 


by EDGAR KOBAK, vice president, Blue Network, Inc, 

When an advertiser launches 
a campaign on the air or in 
print he generally looks for 
the answer to the questions, 
"What do people like?" and 
"What are the tested tech- 
niques to reach tliem?" This thinking 
drives him to following precedent and 
to studying surveys and research find- 
ings. As a result, there is altogether too 
little originality, and whatever new 
trails are carved out are usually within 
the limitations of an established pattern. 
In contrast to this, we have the pub- 
lishers and play producers who, without 
altogether casting adrift from precedent, 
are much more willing to experiment 
with new subjects, new forms of art. The 
Good FMrth, for example, was turned 
down by 17 publishers before John Day 
got it out. And Gone With the Wind 
was published at a time when most pub- 
lishers believed that the Civil War 
theme had been worn prcttv nearly 

Radio prograinniing combines the 
characteristics ol acheitising and show- 
manship. But many program producers 
are inclined to look on programming 
more as an advertising medium than as 
entertainment, and ih(ir thinking is 
more likely to be resiiicicd by [)rece(l(ni. 
surveys and ratings than to !)(• inspired 
by the desire to traxcl unchartcicd j)aihs. 
They waiii lo piodiicc shows that will 
be poj)ulai. bill "iiin-awav ix'st sellers" 
seem lo |>i()\( iliiii no one (an loictcll 
what I he j)iibb( will like; ;i new show in 
;ni cslablishcd loinini;i in;i\ well Mop 
while a show in an enliiily new loinin 
la can become unexpectedly popular. 

All of which is by way of sa)ing that 
in my opinion, programming for post- 
war radio will have to turn its back on 
precedent and do nuich more pioneer- 
ing, particularly because the war has 
established new patterns of thinking on 
the part of people. It will ha\e to invest 
time and mone\', effort and skill in act- 
ing and developing new avenues to the 
listener's ear, mind and heart. 

Following this line of argmneiu, I can 
see that the new j^rc^gramming will set 
out to accom})lish these things: 

(a) to reach more people 

(b) to tie-in more with the chang- 
ing psychology of people 

(c) to make radio an instriunent of 
greater use to people 

(d) to provide new and fresher 
forms of eiUertainment. 


\\'hen \ou stop to think that from 
nine in tiie morning through to six in 
the e\ening there is not a single cjuarter- 
hoiu' period in which more than 20 })er 
cent of radio homes are listening to any 
})rogi'am ai all. \ou can see that broad- 
casting has (|uiic- a distance to cover. 
\oi so long ago liiK Bi.ui-. decided to 
lind out why daytime listening was so 
low. Were people bus\? Didn't the 
bioadc asters gixc them progiams to 
\vhich they wanted to listen-' What types 
of piograms did the\ IccI tluv had too 
nuu h of. ;ui(I ol what t\pc's weic there 
loo Icwr I he poll showed lh;U ihcic Avas 
gcncial agi ((iiKiU on ihcsc points: loo 
uian\ s(ri;il |)rograms but not enough 
nuisical shows; most people thought that 



there were about the right number of 
news programs; and a good many had 
no opinion at all as to their preferences. 
From this it might be concluded, hast- 
ily, that the thing to do was to jjut on 
musical shows. That would be following 
survey statistics w^ith altogether too 
much complacency. We at The Blue 
decided that mtisical-variety-audience 
participation shows w^ere indicated and 
scheduled Breakfast at Sardi's, which in 
addition to Breakfast Club (already on 
the air), provided considerable light 
and lively listening in the morning. The 
result was that The Blue Network is 
now playing to the biggest morning 
houses of any network. And the figures 
show these audiences were not all pulled 
away from other networks, but that this 
new type of programming acttially got 
more people to tune in their radios. 
This is but one example, but it does 
show that good programming is the way 
for radio to reach out to larger audi- 


I have said that the war has changed 
the thinking pattern of the American 
people. I need point to but three factors: 

(a) The families of men in service 
abroad ha\e been getting mail 
telling of conditions and people 
and customs and thinking of 
foreign countries so that a new 
world has opened up for them. 

(b) Ret timing service men will 
bring back with them. new otit- 
looks and perspectives. 

(c) The news of the war and the 
need in post-war for America to 
take a more active part in world 
affairs are likely to further 
broaden the otitlook of the peo- 

My belief is that there will be a lot 
more room on the air for programs that 
reflect the culture and history and music 
and entertainment of foreign countries. 
I can also \ isualize that early in the post- 
war period we are going to see some de- 
velopment in international networks 
which will, I believe, result in inter- 
change of programs between countries. 


I am not at all sure that radio has 
developed as rapidly as it might have 
in the general direction of being prac- 
tical and useful (aside from being enter- 
taining) to people. 

By that I mean, I think radio has not 
been tised enough as an instrument of 
adult edtication; education for living, 
for self-government, for democracy. I 
can see radio going in a little more heav- 
ily for education for democracy. Here is 
an example of what I mean. 

Charles Beard recently published The 
Republic, a study of the American form 
of government. Normally a volume of 
that type has btit limited circulation. 
However, the subject is so important 
that Life Magazine broke precedent and 
reprinted The Republic in serial form. 
This gave Beard's book a circulation 
possibly a hundred times more than it 
would otherwise have had. It is along 
these same lines that I think radio can 
do a programming job. 

I don't think that radio has played an 
important enough part in the edtication 
of youth. I don't know of a program 
now^ on the air that compares with the 
Music Appreciation Hour w^hich Dr. 
Damrosch conducted for years. The pop- 
ularity of that program was so great that 
its influence for mtisical education can 
scarcely be estimated. What Damrosch 
did for music I think radio can do for 
many other subjects. 


Abbott and Costello are not inde- 
structible. Neither is Fred Allen nor 
Archie of Duffy's Tax'ern. And I have a 
feeling that one of radio's responsibili- 
ties is to develop new comedians and 
entertainers. Look back on your list of 
big-name entertainers and you will real- 
ize that practically all of them were de- 
veloped by the theatre, the screen, and 
vatideville. I think that the day is over 
when radio can reach otit into other 
entertainment fields for its stars. Radio 
has to develop its own writers, musi- 
cians, actors, comedians who will think 
radio in terms of the future. 

JUNE, 1944 


What About News? 

Local and Area News May Revamp Programming 

bylCHARTER HESLEP, news editor, 
Broadcasting Dioision, Office of 
Censorship, Washington, D. C 

THERE are four newspapers in Wash- 
ington, D. C. Their circulation totals 
675,000. Nearly 100,000 is street sale. 
Yet, in the third week of February, it 
was almost impossible to get a paper 
within 15 minutes after newsstand de- 

What caused the sellout? Was it the 
thrilling attack on the Mariannas? The 
recordbreaking air assaults on Festung 
Europa? Barkley's amazing Senate 
speech? No, it was none of these. No 
war or national news in months had 
brought such runs on the kiosks. 

It was a diamaiic DistiicL of (Colum- 
bia nmrder, and a heart-rending child 
custody case churning through local and 
suburban courts. No VV'ashington big- 
wigs were invohed. |iist j^eople, most 
of them local citizens. 

Perhaps these are jjoor examples to 
illustrate the pulling power of local 
news. Radio cannot scream sex into the 
living room. But they spotlight what 
may be the most important single factor 
in revamj>ing news progrannning altei 
the war. Ihat factor is moic (in|)hasis 
on local and area news. It certainly is 
one ingredient oi any fornmla for hold- 
ing the millions of new radio listeners 
after the gniis ;ii( silent and America's 
men and women icKnii IVoni lioiit lines 
to M.iin Street. 

For better or otherwise, these new lis- 
teners will not stay glued to their re- 
ceivers when the war moves from battle- 
fronts to conference rooms. Interxiews 
with peacemakers and map makers and 
plans for relief and restoration will not 
]>rovide hot copy for the 27 news round- 
ups that grind out every 22 hours on the 
ladio tickers of a great news agency. 

Let's not kid omsehcs that news and 
coimncntaries will contiiuie to make up 
from 15 to 20 per cent of the broadcast 
day. And th;ii ;i hunk ol news copy ic^rn 
from a printer and aiied at any old time 
will continue to be a program advertis- 
eis light to sponsoi. Newscasts and com- 
mentaries will ha\(' to be scheduled as 
carefully as a metropolitan clail\ times 
its many editions. More thought should 
be given to ihe lornKit and coiUeni of 
a news show in rehiiion to the piobable 
audience ai ihe lime of broadcast. Above 
all. news should he lailoicd ioi' your 
own area. 



The war and news of a nn"ghly nation 
at war makes instant contact with every 
home. A substitute nuist be found to 
preserve that personal f^ond between 
your listeners and the news they hear 
over the radio. 

When the stimtdi of war disappear, we 
naturally will focus otu' attention more 
on our own front porch, otir neighbor's 
porch, otir city and state. The crime 
story example reveals how close to the 
surface this interest is in the midst of 
the most terrible war in history. The 
War Department realizes the value of 
"home town" news. The man in charge 
of all public relations for our 7,000,000- 
man Army, Major General A. D. Surles, 
stressed this in a recent official memo to 
Army PROs stationed all over the world. 
Said General Surles: 

"The steady flow of copy containing 
news about soldiers overseas for their 
hometown newspapers constitutes the 
mobile core of the entire public rela- 
tions of the Army. . . . The importance 
of maintaining this news stipply line 
from overseas theaters of war to the liv- 
ing rooms and front porches at home 
cannot, from a public relations point of 
view, be exaggerated." 

What are broadcasters doing right 
now about local news? Well, in the past 
18 months, the writer has studied at 
least one week's news production from 
some 725 of the nation's 900 stations. 
More than half (51.6 per cent is the fig- 
ure) do absolutely nothing. These broad- 
castors take whatever comes over their 
news ticker. They do not even clip local 
papers. All stations in this group are 
not small operators. There are some 
50,000 watters among them. 

Scores of others do use their local 
press but with the same lack of imagina- 
tion and skill. A legion of announcers 
daily have to struggle with sentences 
that run for whole paragraphs, wade 
through stories studded with statistics 
and combat all the handicaps of read- 
ing copy written for the eye and not the 

For the duration, the eagerness of the 
listener for the latest battle bulletin may 
compensate for this lazy news handling. 
But when the burden of holding that 
listener switches back to the broadcaster, 
it will be a different story on the local 
Crossleys and Hoopers. The station 
that makes definite plans to supplement 
network and wire news with competent 
localizing of all news, and a real effort 
to present the events of the day in its 
own area, shc:)uld be the station that not 
renders the greatest service to its com- 
munity, but also keeps its news sponsors. 

Development on a national scale of 
competent, accurate, responsible and in- 
teresting local news coverage may have 
an even more important overall result 
than just ratings and profits. It may 
bring to radio that same loyalty from 
listeners that newspaper readers give to 
the press, a loyalty that is invaluable to 
journalism when encroachments on the 
freedom of the press from legislative or 
other quarters threaten its integrity. 
With your station and your business de- 
pendent on a Federal license, such lis- 
tener support is sorely needed even to- 
day, j ^ 

The war has made radio the most im- 
portant medium for the dissemination 
of news. A survey article in Editor & 
Publisher stated that 95 per cent of the 
men in a typical Army camp "depend on 
radio or don't bother about the news" 
and that ''only one out of 20 or 5 per 
cent buys a current daily newspaper." 

This means that radio has assumed 
(or had thrust upon it!) a public trust 
to fight as valiantly to protect freedom 
of speech (broadcast) as newspapers have 
struggled through two centuries to 
achieve and preserve freedom of press. 

Ink and air now are inseparably linked 
as guardians of fundamental rights with- 
out which a free people will not long 
remain free. Flow radio handles this new 
responsibility now and in the post-war 
period will determine the real impor- 
tance of the industry as a news medium 
in the future. 

JUNE. 1944 






Flanley and Woodward, New York City, Find 
Women Haue a New Appreciation of Values 

► Since the days of crystal sets, day- 
time radio shows ha\e been keyed to 
women, because women influence 85 per 
cent of the buying for the home. Today 
they influence more than 90 per cent of 
the buying, and this high percentage 
will probably carry o\er into post-war 

Now there are aboiu 50 million aduh 
women in the United States, and all of 
them at some time or other ha\e a 
chance to listen to the radio. These 
women live in 48 states, on farms and 
in cities. They are homemakers, profes- 
sional women, business women and em- 
ployed w'omen. They are rich and poor, 
literate and illiterate; all the various 
classifications one might make of all of 
the women in the world. But for 20 years 
or more, most of the advertisers who 
have tried to reach the women audience, 
have thought of all of these 50 million 
women in the little kitchen doing the 
washing or preparing the meals. 

A few of the most alert sponsors have 
been thinking of women stepping into 
the garden, even into the factory to ex- 
pedite the war. But the sponsor and the 
radio director who hopes to reach liu- 
women of today and the women of post- 
war days iTUist bioaden still further his 
concept ol ilu ieminine market. 

Out ol this war the woman ol today 
has learned something ai)out the Indus 
try of her nation. And industi) has told 
its wartime story well, in a way that has 
(icated both luulerstanding and lespect. 

In these days, no one (an be certain of 
the ( \a( I (ondilions ihal will pre\ail 
when indnsliv (cases its war prcxliution 
and |)hnis ioi jxikc. Many leading in 
dustrialisis ha\c expressed niaiu dillei 
ent (jpinions, bin on ()n( poini ihc) 

agree. It is going to take time to convert 
factories to the production of civilian 
goods; it is going to take time to test 
some of the prodticts before they are fin- 
ally released for mass consiuiiption. It is 
going to take time during which the 
ci\ilian population is going to be eager 
lor products it has been needing. 

Indtisiry must find the way to tell its 
con\ersion story as w^ell as it tells its war- 
time story and thereby create a ptiblic 
opinion favorable to it. In molding pub- 
lic opinion yoti cannot "undercsti^natc 
the power of xvomen." 

► Industry in the days of conversion 
has an ()})portunity to create an 
understanding of the company and its 
policies that will lay the ground work 
for ready acceptance of its product. In- 
dtistry must tell the story forthrightly, 
and it nuist avoid encouraging prema- 
turely the publi( fancies of a dream 
world. Thereb) public confidence will 
be established in industry today as well 
as tomorrow. The appetite of the public 
for new products will be whetted, but 
the patience of the jMiblic \vill not be 
ti icd. 

When the da) finally comes that the 
new product is ready the adxxitising di- 
rectors go to work. '] hc\ will lace the 
( hallenge of one of the most (ompetitive 
markets the world has e\er known. And 
the buyers in the market \\\\\ hv women, 
women who haxc Icaincd how to buy 
more (arefully undci rationing, who 
ha\e a new apj)re( iat ion ol \ahies; wom- 
en who ha\(' learned to expect factual 
information on labels and haxc be(()me 
a(( ustonied to service angles ol adxcrtis- 
ing. siicssed sn( ( csslnlly by so many ad- 
xdliscrs during these war years. 




(Continued frotn page 203) 

could bcsi be located on the lop ot one 
of the taller buildings. The gap between 
the studio and the transmitter could, ot 
coiuse, be bridged by wire lines that 
were properly adjusted to accommodate 
the wide frequency range which FM is 
capable of transmitting. However, in 
many locations it is more economical 
and more satisfactory to bridge the gap 
between studio and transmitter with a 
high frequency low power radio link. 
These links are in service today and are 
giving extremely satisfactory results over 
distances ranging up to 110 miles. 



On the subject of networks, w^e find 
that ordinary wire lines are not satisfac- 
tory because they are incapable of trans- 
mitting the entire audio frequency range 
that FM can broadcast. One radio net- 
work that has been in service for some 
time, operates entirely by radio. The 
broadcast stations pick tq3 and re-broad- 
cast the transmission from other stations 
in the network. This is entirely satisfac- 
tory from a quality standpoint as FM 
does not suffer any appreciable degrada- 
tion in this re-broadcast process. How- 
ever, it does have one serious drawback 
in that should an intermediate station 
desire to broadcast a local program it 
obviously cannot pass on the network 
broadcast to the station that lies beyond 
it. This, of course, would break the 
chain. We feel, therefore, that network 
broadcasting post-war will depend upon 
high frequency radio relay receivers and 
transmitters which operate independ- 
ently from the transmitters on the FM 
frequencies. By the use of such inde- 
pendent high frequency relays, which by 
the way are comparable to the station- 
to-transmitter relays, one or more sta- 
tions can broadcast local programs with- 
out affecting the network tie-in of broad- 
cast stations that lie beyond them. Prob- 
ably post-war FM networks will operate 
on this principle. 


Stations in the following classes 
should consider the installation of FM 
broadcasting ecjuipment immediately 
after the war. 

1. Stations in the marginal income or 
loss group. 

2. Low-power stations operating in the 
crowded AM channels from 1000 kc 

In almost every case, FM stations 
of the same carrier power will provide 
a much better signal in the primary 
service area. Also, in most cases, with 
the same power, the FM primary serv- 
ice area will exceed the AM primary 
service area. 

3. Stations sharing time, stations shar- 
ing channels, and stations limited to 
power that is insufficient for good 
night-time coverage. 

By changing to FM, almost all of 
these stations can become fidl-power 
stations with power adequate for both 
day and night coverage of their pri- 
mary service areas. 

4. Stations that, for local reasons, have 
problems of poor reception in one or 
more communities which lie just in- 
side their normal sennce area. 

5. Stations wit Ji out competition in their 

Broadcasters operating without 
competition in their locality should 
give serious consideration to post-war 
FM broadcasting because the advent 
of FM opens the way for new and 
competing stations. 

With the impetus that FM has today, 
it seems reasonable to believe that FM 
will eventually siqoplant all local, most 
regional, and some high-power AM sta- 
tions. The present AM band would be 
cleared up, making more channels avail- 
able for high-power and super-power 
AM stations. Such a transition woiUd be 
generally beneficial as it would give the 
public FM reception plus better AM re- 

JUNE, 1944 



I Continued jroni pdgc I^^l ) 


(Continued from page I'-^S) 

per receiver (on the basis of 741,000 
equipped homes) is six people (the pres- 
ent average is 10), the total advertising 
audience available will be 4,446,000 peo- 

\\'iihin three or foiu' years after the 
conniiercial resiuiiption of television, a 
network will connect the main cities on 
the Eastern Coast between Washington, 
D. C, and Boston, Massachusetts; and 
by the end of the fourth year, a 1,500 
mile network circuit will connect the 
Middle AVest with the Atlantic Sea- 
board. This trunk line television net- 
work, with the secondary networks that 
would be offshoots from it, will serve the 
19-state area boiuided by Illinois and 
W^isconsin on the west and Virginia and 
Kentucky on the sotuh. Ihere are ap- 
proximately 70,000,000 people in this 
area. It represents 62 per cent of the 
purchasing power of the country. 

Within about five years, television 
transmitting stations will provide cover- 
age for the 157 key cities of the United 
States. It is also reasonable to expect 
that by the end of the fifth year, the 
engineers of the industry will be able to 
develop a low cost automatic rebroad- 
casting television transmitter to provide 
coverage in the smaller markets. 

It is not unreasonable to assume that 
within ten years after the full couuuer- 
ciali/.ation of television, television serv- 
ice will be available to 23,700,000 wired 
homes, or 80 per cent of the wired homes 
of the United States. This would repre- 
sent an audience of about 112,000,000 
people, and appr()ximat(4y 82 i)er cent 
of the total 1 1. S. buying j)ower. 

Because telex ision has the j)()\ver to 
create (ousiiiiur biiNiui; ol goods and 
services beyond aiiMJiiiig iliat we have 
known heretofore, we (an (onni upon iis 
heljjing biing about a high le\(l of post 
war j^rosjxrity in agiicuhiual, industiial 
and the distribut ixc industries, as well 
as personal and professional seivices. 

mile circle, woidd toss the pictures be- 
yond the horizon to be picked up by 
other stations and relayers. 

Already, telecasts from New York have 
been intercepted 129 miles away without 
intervening relays, biu it has been foiuid 
that by use of relays, the picture quality 
is nearly perfect. Without relays, a de- 
grading effect is inherent, and it is more 
noticeable as the distance between sta- 
tions increases. 

Radio relaying will be comparatively 
simple. Relay transmitters will operate 
on microwaves with the energy concen- 
trated almost in a beeline. Practically 
all the power is made to serve a usefid 
purpose; it is not scattered as in broad- 
casting. Therefore, relatively small 
amounts of power will operate the relay 
transmitters. Ihe apparatus is neither 
cinnbersome nor complicated. If we use 
high towers or antennas on lofty build- 
ings or mountain peaks, we captiue and 
re-transmit the waves at higher levels, 
and therefore their effective range is 

It is to be expected that telev ision sta- 
tions will first go on the air in such 
broadcasting centers as New York, Chi- 
cago and Los Angeles, and it seems logi- 
cal to assume that the lirst television net- 
work linked by radio relay stations will 
be formed along the Atlantic Seaboard. 
But television will not be limited to the 
larger cities. V\\q radio map will be dot- 
ted with stations in cities like Schenec- 
tad\, I'tica, S)racuse, Minneapolis, Ki ie, 
Bullalo, Louisville and many others. By 
the use of radio relays, these too will be- 
come outlets for the television network 
which before manv years pass after the 
wai, will weave from the east across the 
Mississippi and the mid-west plains to 
nuci a Pacific Coast link streaking east- 
waicl across the Rockies. A relay station 
ai()|) Pike's Peak might well be the key 
station to (oniplcte a transc ont incMital 
icJcN ision ( hain. 




(Continued from page 200) 

the consoles used by the producer, the 
technical director, and the audio oper- 
ator. These consoles with transcription 
turntables and audio controls will be 
readily available to the audio operator. 
The technical director sits at the center 
console and has before him all of the 
controls used in switching from one 
camera to another, for fading from one 
picture to another, and for the creation 
of special visual effects. Space is also 
provided at this console for the producer 
who directs all action in the studio. In- 
tercommunication microphones allow 
the control room staff to give orders to 
the personnel in the studio. 

Motion pictures are the transcribed 
programs of television and many films 
will be made especially for television 
presentation after the war. A special mo- 
tion picture projector and film pick-up 
camera will be used when films are tele- 
vised. Together with the studio equip- 
ment, we have covered the essential ele- 
ments required in the studio of a master 
television broadcast station. 

Television transmitting equipment 
for a post-war 40,000 watt television 
transmitter, will probably include the 
transmitter monitoring console with a 
convenient desk for the operator; moni- 
tors for incoming and outgoing pictures 
and sound, and transmitter control 
equipment. The transmitter itself and 
control console have an attractive ap- 
pearance since the television broadcast- 
ing station, like many radio stations to- 
day, will be a center of interest. 

One type of television transmitting 
antenna, the "V" radiates picture signals 
with great efficiency. In this set-up we 
might have three bays of "V" antennas 
for the picture signals, and a two-bay 
circular antenna, already so successful in 
FM broadcasting, for the sound signals. 
There we have the basic elements which 
go to make up a complete master tele- 
vision station; the studio apparatus; the 
control room equipment, and the trans- 
mitting equipment. 


• • • when the war is over 
Universal's microphones, as well 
as other Universal electro- 
acoustical and electro-mechanical 
products will again be available 
in quantity for the consumer 

• • • in the meantime, how- 
ever, our repair department is 
functioning as usual and replace- 
ments are also available on prior- 

• • • postwar microphones will 
embody the latest in style designs 
as well as the latest in engineer- 
ing design, including many im- 
provements made possible by re- 
search in war days manufactur- 
ing instruments for the Army 
and Navy. 

• • • Universal products will 
continue to be standard equip- 

m e n t for 
broadcast sta- 
tions, remote 
points, on- 
the-spot pro- 
grams, re- 
cording a n d 
other similar 



JUNE, 1944 



(Continued frotn page 197) 

Two Demonstrators, 
Carrying Guns 

fence . . . especially if 
you are with another hunt- 

Each . . . Here are two fellows 
hunting together. Notice 
that when they load, they 
keep their gun muzzles 
pointed away from the 
other fellow. In fact, when 
hunting with others, that 
is the most important rule 
to follow — all times, keep 
the muzle away from the 
other hunter. These men 
are ready to start out now. 
You'll notice the front 
man carries his gun point- 
ing toward the ground. 
The man following him, 
however, carries his gun 
over his shoulder with the 
muzzle pointed to the rear. 

(Cut to Two 
in Rowboat) 

Camera on Table 
Covered With 
Remington Guns and 

. , , In this case, our two 
hunters are out after ducks 
. . . and they are going to 
shoot from a blind. Good 
hunters keep their guns 
unloaded until they reach 
the blind. . . . When two 
fellows hunt from the 
same boat, they should 
decide and agree on what 
side each is going to 
shoot. Each should shoot 
at game on his side only, 
with no swinging over and 
firing across or in front 
of the others face or over 
his head. . . . Another 
rule followed by good 
hunters is to always put 
the safety on and partial- 
ly open the action before 
laying down your gun. 
There's plenty of time to 
close it and snap off the 
safety while the ducks are 
coming in. Another thing, 
never reach for a gun, by 
the muzzle and pull it 
toward you. 

Announcer (Off Camera) 
. . . Here is a display that 
would make any hunter's 
trigger finger itch. These 
are some of the peacetime 
products of the Remington 
Arms Co. You see here 
the Remington "Sports- 
man" — a three shot auto- 
loading shotgun . . . and 
here is the Remington 
"Sportmaster" a .22 cali- 
bre bolt-action repeater 
. . . o big favorite with 
small gatne hunters . . . 
and there is the Reming- 
ton "Woodsmaster" 

high power autoloadimi 
rifle specially made for big 
game hunting. . . . Here, 
too, is some of Reminii- 
ton's tteacetime ammuni- 
tion. There is a box of 
the famous Nitro Express 
extra-long range shotgun 
shells. . . . Here, also are 
Remington H, Speed .22's 
with Kliiinbore priming 
. . . and powerful big- 

game cartridges with Core- 
Lokt bullets. . . . There 
too, are several boxes of 
the famous Peters line of 
sporting ammunition. . . . 
In order that you'll still 
have the freedom to go 
hunting in peace with no 
one to say "verboten" . . . 
Remington is now making 
such products as these. 

Cut to Camera Covering 
Display of Remington 
Wartime Products . . . 
Shells, Rifles, Etc. 

. . . Here is a military 
rifle now being used by 
our Armed Forces. . . . 
Every working day. Rem- 
ington produces enough 
of these rifles to equip an 
entire infantry regiment 
at full fighting strength. 
. . . And here is some of 
the military ammunition 
Remington now makes . . . 
doesn't look like the stuff 
you hunters use, does it':* 
. . . Here are 50 calibre 
machine gun cartridges . . . 
20 millimeter cannon 
shells . . . 45 calibre 
automatic pistol cartridges 
for Thompson machine 
guns and standard 30 cali- 
bre rifle and machine gun 
cartridges . . . and others. 
In every working day. 
Remington produces 30 
million rounds of this type 
of ammunition . . . yes, 
thirty million in every 
working day . . . that is 
about 25,000 every min- 

Cut to Camera . . . 
Showing Fifty Mill. 
Bullets Moving on Rack 
Dissolve in Camera 
Showing Wrist Watch 
With Sweep Second 
Hand Moving 

. . . To get an accurate 
picture of how much that 
is, look at this watch . . . 
every time the second 
hand moves from one fig- 
ure to another, over two 
thousand rounds of am- 
munition have been pro- 
duced. . . . You can count 
it off . . . two thousand 
. . . four thousand . . . 
six thousand . . . and by 
the time that watch counts 
out twenty four hours . . . 
thirty million more rounds 
will have been turned out. 

Cut to Camera Showing 
Remington Wartime 
Products . . . 

. . . The many thousands 
of workers at Remingtoti 
are grateful that they are 
thus able to serve their 

Cut to Camera Showing 
Remington Peacetime 
Products . . . 

. . . And after the war is 
won, we will be glad to 
s erv e our sport s m a n 
friends again with the fa- 
mous Remington line of 
sporting F ire arms and 
Remington-Peters Ammu- 

Cut to Slide: 
Remington Du Pont 

Music (Vi Min.) 

I lu'sc. ol (oinsc, aic only llucc cxain- 
plc's ol ilu' iil('\ision (oinnuTc ial. Icch- 
ni(]ii('s arc onl\ now hciiij;- developed, 
and while i(le\ision will oiler the adver- 
liscr a ininiaiuif show window in every 
honu'. ii will ii(|iiiie specialization, skill 
and KscaKh lo make these show win- 
dows elle( I i\ c. 






E. BHAMT SCHECK, of the Scheck Advertising Agency, Inc., Newark, 
N. J., presents the amazing radio success story of the Association of Manu- 
facturers OF Confectionery and Chocolate. It's Candy Fights, Too. 

DERBY A. DEIVSDIV, of the Sylvania Electric Prdducts, Inc., Salem, 
Mass., shows how Sylvania Shoivtivie builds employee morale, and creates 
excellent public relations. 

ETHEL N. KEAKfE, of the Raymond Keane Advertising Agency, Den- 
ver, Col., asks "AA^hat's ahead for radio and its advertisers?" Future Unlimited 
is the answer. 

Plus Tested Programs and Promotions You Can Use in Your Own Business! 


I \1U,: \ RADIO SHOW \1\\ 1 !M KLADLR 







^ Courtesy begins at home for Colonial Biscuit Co., 
Pittsburgh, Pa (p.222) 

^ Department store sold on radio for selling 
Tulsa^ Okla. market (p. 226) 

%^ Merchandise parade boosts sales for St. Augustine, 
Fla.merchants in 29-day promotion . . . (p.228) 

38 Tested Programs for Businessmen 


A quick index to what others in your business field accomplish through radio. 
Articles and services in Radio Showmanship are classified by businesses here. 












238, 239, 249, 250 





Department Stores 

226, 235, 

236, 237, 244, 247 

Drug Products 

240, 245 


236, 245 





Hardware Dealers 


Home Furnishings 

241, 250 



242, 246, 247, 248 

Men's Wear 


Merchants' Associations 

228, 242 



Women's Wear 

235, 243 

// you don't have the June issue, order it now! It's the 
RS survey of post-war plans for radio and its advertisers. 



JULY 1944 

VOL. 5 No. 7 

Don Paul Nathanson 

Managing Editor 
Marie Ford 

Editorial Advisory Board 


Ralph Atlass 
William Dolph 
Glew Snyder 
Philip Lasky 
Roger Clipp 
C. T. Hagman 
T. Harold Ryan 

New York 




San Francisco 





Dr. Harr\ Dean Wolfe 

Washington, D. C. 
Lorenzo Richards 

Ogden, Utah 
GusTAV Flexner 

]. Hudson Huffard 

Blue field, Va. 
Maurice M. Chait 

Peoria, III. 
Frank J. Ryan 

Kalamazoo, Mich. 
Allen C. Knowles 


Published by Showmanship Publi- 
tations, Minneapolis 2, Minn. Sub- 
scription rate: S2.50 a year, 25c a 
copy. Address editorial correspond- 
ence to 1004 Marquette, Minneapo- 
lis 2, Minn. Tel.: Ge. 9619. 

Copyright 1944 by Showmanship 
Publications, publishers of Radio 




Editorial 221 

Give Thanks for Daily Bread 222 

Almont J. Walsh 

That old-fashioned courtesy begins 
at home is the attitude of the man- 
ager of the Colonial Biscuit Co., 
Pittsburgh, Pa. 

Candy Fights, Too! 224 

E. G. Scheck 

Association of Mantifacturers of 
Confectionery and Chocolate uses 
radio to sell the idea of candy as a 
diet essential for quick energy, writes 
the account executive, Scheck Adver- 
tising Agency, Newark, N. J. 

Sold on Radio for Selling 226 

Ben A. Jumper 

Service dominates Brown-Dunkin 
Department Store's radio plan, 
writes the sales promotion manager, 
Tulsa, Okla. 

Merchandise Parade 228 

An RS Analysis 

Showmanship boosts sales for St. 
Augustine, Fla., merchants in 29- 
day cooperative radio series. 

Sylvania Showtime 230 

Derby A. Denson 

Two hiuidred man-hours used to 
stage morale building radio series 
for Sylvania Electric Prodticts, Inc. 

JULY, 1944 


Future Unlimited 232 

Ethel N. Keane 

\\'hat's ahead for radio and its ad- 
vertisers is \iewed by the manager 
of the Raymond Keane Advertising 
Agency, Den\er, Col. 

An Agency Looks at FM 234 

Preston H. Pumphrey 

Maxon, Inc., surveys the field, learns 
what public likes and dislikes in fre- 
quency modidalion. 

Tele-Casts 235 

Things happening on the tele\ ision 
front of interest to advertisers. 

Showmanscoops 236 

Unusual photographs of merchan- 
dising stunts used to promote listen- 
er interest. 

Airing the New 238 

New radio programs are worth read- 
ing about. 

Proof o' the Pudding 243 

Results are based on sales, mail, sur- 
veys and long runs. 

Showmanship in Action 244 

PKjiiiotions and merchandising 
stunts lilt a j^rogram out of the oidi- 

Special Promotion 247 

Short radio promotions leave an im- 
pression that lasts the year aroiuid. 

Showmanviews 248 

News and \ icws ol ( iii icni s( i ipt 
;iii(l 1 1 ;tns( 1 ihcd iclciiscs hacked with 
sliowiiianl ij>s. 

What the Program Did for Me 250 

l<;i(li<) advert iscis exchange icsiihs 
;in(l jcactions to ladio piogianis for 
liicii niiiliiiil hcnclil. 



To the Editor: 

I would appreciate it if, in your next 
issue, you would put in a correction to 
the effect that my title is Executive Vice 
President, and not Vice President as it 
appeared in the article in your June is- 

Executive Vice President 
The Blue Network 
New York City 

RS sends its apologies both to the 
Executive Vice President and to the Vice 
President. To aiuhor Kobak goes an 
orchid for his keen analysis of the field 
of radio programming. (See June, 1944, 
p. 206.) 



I am extremely pleased to receive 
Radio Showmanship Magazine each 
month. I read it from cover to cover, 
and catalogue some of the ideas in it for 
consideration by our store, when, as, 
and if changing conditions will vvarrant 
our undertaking radio. 


Advertising Manager 
The Goldenberg Co. 
Washington, D. C. 


(.ent leiiien: 

\()\\] liandv lillle hook is about our 
()nl\ radio leading souicc. iind we enjoy 
it \ er\ inu( li. 


Advertising Manager 
Sears, Roebuck & Co. Retail Store 
Birin!n^hain, Ala. 



An Editorial 

WHAT'S AHEAD in the post-war period is something of a pig- 
in-a-poke, but one thing is certain. Retailers have plenty at stake 
in the maintenance of full employment. Levels for 1933 won't do. 
That would leave some 16 million people without work. Even in such 
relatively good years as 1937 and 1940, there were more than 9 million 
unemployed. After this war we must employ from seven to nine mil- 
lion more than the U. S. did in 1940. 

To avoid catastrophe, there must be markets. Markets are the key to 
sales and sales are the key to production and employment. Goods have 
to be sold to be produced. And it's up to the retailer to sell the goods. 
"Pent up demand" will be only a short lived boom. 
To achieve the volume distribution necessary to maintain the national 
economy, retailers will have to develop new methods or scheines to 
promote expanded consumer buying. 

What then, can be much more important tomorrow than advertising? 
Unless advertising builds up a consumer demand for the wonders of 
the future there will be no need for any manufacturer to make any- 

There will be a real mass market to sell, and radio, the truly mass 
medium, offers actual circulation at a far lower cost per thousand 
than any other medium. Radio advertising has shown the sharpest 
rise of all media, and has increased in volume without interruption. 
Because of its incomparable service during the war, radio will emerge 
an even more potent medium. 

YES! RADIO will help the retailer carry the torch in the preservation 
of the American economic system through preserving our gains and 
maintaining our standards. 

J U L Y, I 9 44 221 

v^rackers, Cookies and Courtesy 

Colonial Biscuit Company makes 
Friends with Courtesy Campaign 

THIS is ihc story o£ a radio campaii^u 
based on old-fashioned (ourlcsy, ihe 
brand ot friendly dealing which has 
built the business of the Colonial Bis 
cuiT Company of Pittsburgh, a division 
of the United Biscuit Company of 
America, into one of the major bakery 
organizations in the nation. 

Some folks have expressed the opinion 
that "courtesy" is just a lot of "wind." 
But it might also be pointed out that 
there's a lot of wind inside a tire, but it 
makes riding along rough roads a great 
deal more pleasant! 

Suth sentiments Mboiit the- xiiiue of 
courtesy have been held by Mr. A. J. 
Walsh, manager of the Colonial Bis- 
cuit Company. In fact, these convic- 
tions were the basis of an idea Mr. 
Walsh has had in the back ol liis luad 
for years with regard to radio adxertis- 
ing. It was an idea whidi he had ne\er 
loniid the ()j)porlinn'ty lo ti\ out, bin 
the idea had l)een glowing in iin|)ojt;nu c 
through the veins ;is liic business philos- 
ophy which he li;i(l expounded lo Ins 
sales force, ll \v;is nol ;i (oni|)Ie\ llieor\. 
There was nothing hard to understand 
about it. On the contiai v. it was reniaik- 
;ihl\ simple, for it had ;is ils pi inie l;i( lor 
ihe Ivvo friendliest words in llu fnglish 
language; "'/'/i<ni/; )'(>ii"! 

One (l;iv. eaiK in M) I I. Mi. \\;ilsh 
was discussing ;i(l\(iiising pliins wiili 

Executed by Walker S Downing 
Advertising Agency, Pittsburgh 

compau) oihcials. "Ixc got an idea that's 
been kicking around in my head for a 
long time, boys, and I'm going to get it 
off my chest today!" The group sat back 
to listen as A. J. continued! 

"We're not going to spend the acher- 
tising dollar of the Colonial Biscuit 
Company with the expectation of rais- 
ing the sales volume of cookies and 
crackers which we bake. We can't stipply 
tlie demand as it is. Wartime restrictions 
make it impossible to expand our pres- 
ent distribution, so I pro])ose that we 
try something different, and 1 want your 
appro\'al of the idea!" 

WiLvr kind of a scheme did the boss 
ha\c' up his slee\e? Ihey were soon to 
learn, for Mr. Walsh continued. "I've 
been listening to the radio a gicat deal 
of late, and I'm getting sick and tired of 
hearing 'C.lulz's (Udoshcs luivc i^onc to 
way. // you (<ni'l ij^ct ('.lull's ('.aloshcs 
when you (ish for them . . . yenienil)er, 
the hoys in the sen'ice lotne first!' Why 
doggone it all! Encin c iti/cii with half a 
1)1 ain knows the lighting loiccs conic 
Inst. Most folks ;nc wcW ;nv;ire that 
we've lighting a war, and lhe\ don't 
ha\e lo be iiininded LM) limes a clay why 
the\ can't buy curtain rods or curling 
iions! I propose a comj)letely dillerent 
lechnic|ue." W'hal \vas A. j. leading up 

"I ihink we'll ^^•in a lot of friends, 
build genuine good \\'\\\. and plant good 
seeds lor the lutuic. il we translate into 



our projected radio campaign, a good 
measure of that old-fashioned courtesy 
that I've been preaching to our sales 
force. Yes, in plain language, let's say, 
'Thank You' to every home-maker for 
buying Colonial BAKER-MAm Saltines 
and Grahams and all our other deli- 
cious crackers and cookies! As you well 
know, I've always said that, no matter 
how small the order, it's never too small 
to deserve a 'Thank You.' I believe 
'TJiank You' is just about the most 
friendly phrase you can mention, with 
the possible exception of 7 Love You,' 
and we don't intend to get that chum- 
my. If 'Thank You' works in personal 
contacts it will work over the air, for 
radio is essentially a person-to-person 

Mr. Walsh's listeners responded warmly 
to the idea. It made an immediate hit, 
and without further ado a plan of action 
was plotted. Important decisions had to 
be made with regard to marketing areas 
which should be covered, the selection 
of radio stations, the choice of the pro- 
gram, and many more. 

There followed a series of conferences 
with the agency which handled the ad- 
vertising of the Colonial Biscuit Com- 
pany, Walker & Downing, Pittsburgh, 
Pa. A map of Colonial's territory was 
prepared in order to show the major 


(ities whi(h were 
csscn I ia 1 to the 
campaign. J'hey 
tics in four states, 
and called for the 
use of \?y radio sta- 
tions, rhis region- 
al network had a 
primary coverage 
area closely match- 
ing the distribu- 
tion activities of 
Colonial. Thus, 
the medium had 
been carefully 

Next it was nec- 
essary to choose the 
right program, the 
type of feature which would appeal 
warmly to women. After weeks of audi- 
tioning various features which held po- 
tential promise, a transcribed series was 
chosen by Mr. Walsh and his associates. 
It was the recorded series titled Modern 
Romances, an NBC Radio Recording 
Division feature with top-flight actors, 
and the polished technique common to 
the best radio network productions. 
Modern Romances was fashioned along 
the lines of the tremendously successful 
daytime serials. Each was a dramatic 
love-story keyed to the tempo of today. 

A NUMBER of different promotional 
techniques were employccl to give Mod- 
ern Romances the greatest possible at- 
tention value. A complete publicity bro- 
chure was forwarded to each outlet con- 
taining news stories, mats, pictures, and 
prevues of the series. Store displays were 
employed to tie-up the program with the 
product. Newspaper ads were inserted to 
call attention to time and station. These 
were all part of a comprehensive plan, 
augmented by truck posters, store cards, 
and dealer letters. 

The campaign is well under way and 
the Colonial Biscuit Company feels 
certain that its radio vehicle will build 
good will for its products, because 
fundamentally sound principles of busi- 
ness ethics have been applied. 

JULY, 1944 


C^andy Fights, Too 

by VERNON RADCL/FFE, oke president, m chcfe 
production, for American Institute of Food Prod tj 

• (Above) . . . William C. Kimberly, 
secretary of the Association of Manu- 
facturers of Confectionery and Choco- 
late, has been identified with the can- 
dy industry about half a century. 

Radio Sells Idea of Candy as a Food Essential for Quick Energy 

E\4^R\' a(l\c» lisiiim man has l)alaii(('(l at some liinc in liis 
mind the relative advantage ol the sense ol sight in pid)lica- 
lions, and the sense ol hearing in radio; the visual impression ol 
the j)a(kage and sales aigumenl, and tiie persuasixc lunnan xoicc 
linked with entertainment. 

A selling niediimi that uses all (i\c' senses, sight, hearing, louc h. 
taste and smell, (onid he expected to he high-powti cd, and so it 
has proNcn lor the Associa ri<>\ ()!• Manufacii Ri i-is op Confpx:- 
no.xKR^ AM) (liiocoi.AiK. Although it is oid\ one ol ten partici- 
pating spoirsors on Dr. I'.ddy's Foot! and I Ionic l-'onini, results 
ha\e heen |)henomenal in staiting the swing to candx as (]iii(k- 
energy lood rather than a hixiirv indidgencc, accoiding to Mr, 
William i.. Kind)eil\, secidarx ol the association. 

"In selecting l)i. Walter II. I'.ddv to (arr\ the message- of 
(andx's j)ait in the war clloil," sa\s Mr. Kimherh. "we (('ilainl\ 
hit I he )a(k-|)ot. \\'a\ hack in the last war Majoi I'.ddy was a 
stall oIIkci in charge ol luitrition lot the \.K.I\, and succeeded 
in having candy issued as an ainiy ration in the Iront line 
trenches, wheic pre\ ioush it had heen consiclcMcd a luxury in- 
dulgence cc)n(ni((l lo (aniccns l)a(k ol the lines. 

"I'he \vholc luiuic ol ihc (andx indusir\ rests in this switch ol 
opinion, (iaiidy advcilising has been laigely a \acuum into 




• (Left) ... A group of leading food 
editors enjoy goodies at one of the Food 
and Home Forum broadcasts. 

which all sorts of competing claims have 
poured for years. The very fact that 
most everyone craves candy has been 
used to fix it in the public mind as a 
harmful indulgence. Only a man of the 
eminence of Dr. Eddy could have stem- 
med this tide." 

How did Dr. Eddy do it? It is easy to 
sell established facts through research. 
It is harder to sell a new fact to a mass 
audience and even a sponsor, because 
without a scientific background it can 
only be done through imagination, con- 
fidence, reason and knowledge, and 
through, an appeal to all five senses. 
- The American Institute of Food 
Products of w^iich Dr. Eddy is presi- 
dent inaugurated this new radio tech- 
nique at its Tuesday Open House Party 
and Kook Kuiz held in the WOR Thea- 
tre at which refreshments are regularly 
served. Various sponsors serve their 
products in rotation and bags are dis- 
tributed as prizes to a packed audience. 
Each member of the audience sees, hears 
about, tastes, touches and smells the 
flavorsome products. When asked on the 
broadcast if they like it, they cheer, 
and it's no perfunctory cheer obtained 

• Latest achievement of Dr. Walter H. 
Eddy, nutritionist, consultant to leading 
companies of the food industry and pio- 
neer in vitamins, is the popularization of 
candy as essential food. 

Ella Mason, home economist, is assist- 
ant to Dr. Eddy on the daily broadcast. 

by the raising of an applause card. It is 
a genuine and involuntary reaction. 

People go home from this Food Forum 
party as individual boosters in their 
conmumity. They attract other visitors. 

riirough the week, every afternoon at 
■^:30, Dr. Eddy introduces the program 
with a talk on food keyed to the news, 
and then answers questions on nutri- 
tion. It's a format which builds an e\'er- 
increasing listening audience. 

As a tie-in with the radio campaign, 
pamphlets are circtilated by the millions 
in all candy boxes of the association. In 
it Dr. Eddy has described Life Raft 
Ration, the Five-In-One-Ration, the 'K' 
Ration, Jungle Ration, Mountain Ra- 
tion, Bail-Out Ration, and under the 
title Candy Fights Too, has pointed un- 
escapably to what candy is achieving for 
victory as food. 

Some idea of what these simple leaflets 
are doing for the Association of Manu- 
facturers OF Confectionery and 
Chocolate is evident in the writer's ex- 
perience with one dealer recently, a 
small cigar store on Eighth avenue, New 
York. He had just left the production of 
the Eddy program and had dropped in 
for cigarettes. He took up the pamphlet, 

"Don't take that away," yelled the 
dealer. "That's my rabbit's foot. Any 
number of people have read it, and 
they're beginning to buy candy like 
food, regularly, just as they buy eggs and 
bread. Just read there how our soldiers 
depend on it, and how the army issues it 
in regular rations." 

Yes, Dr. Eddy has told simple scien- 
tific truths about candy, and the knowl- 
edge of what candy can do in the diet is 
spreading for the benefit of all. Advertis- 
ing agency for Candy Association is the 
Schec:k Advertising Agency, Newark, 

JULY, 1944 



old on Radio for Selling 

Sewice Dominates Brown - Dunkin 
Radio Plan Writes BEN A. JUMPER, 
Sales Promotion S^anager, Tulsa 

V Some advertisers need to reach only 
a small segment ot the available radio 
audience, but the Brown-Dunkin Com- 
pany, Tiilsa, Okla., department store, 
had a dilTerent problem. Ihat was to 
dominate the airwaves as it dominates 
the local retail scene. Accordingly, its 
radio schedule is designed to reach as 
large a percentage of all listener groups 
as possible. 

Women and children rank high in the 
audience groups that BrovviN-Dunkin 
wants to reach, but the all-lamily circle 
is not ignored. To achieve the maximtnn 
penetration for its message, Brown-Dun- 
kin selected not one program, but a 
series of programs, each designed to ap- 
peal to some one specific audience group. 

However, the Brown-Dunkin plan for 
radio does not stop with the selection of 
the audience. Each program must carry 
a sales message which will make the use 
of radio time profitable. While Brown- 
Dunkin does not ignore the institiuional 
apj^roadi, it has iound that radio is an 
clledive sdlcs medium when the right 
(onnneicial approach is used. I'o that 
end, it doesn't attempt shotgun tactics. 
Instead, eadi program serves one par- 
tic iil.n j)iiij)os('. One program promotes 
iis iiiiiil ordc) (l(j)artmeiU, aiiollut the 
hihii(s (l(j);n tment. (>)n(htions deter- 
mine ill (iu h (ase just whi( h (l(j)artment 
will he (■iii|)Ii;isi/((l, hiil il is done on a 
(onsisU 111 hiisis. 

1 he Ujlal (lice! ol lliis \;ni((I s( lied 
ule creates ;i i;i(lio stoic personalil\ llial 
is as diaiii;iii( iiiid forceful as the sioic 
ilscll. It is si<'iiilic ;iiil , liowcxd, llial lliis 

Glenn Hardmau Entertains for KTUL 
listeners, Tulsa, Okla. 

personality was not built in a day. Nei- 
ther was Rome. Brown-Dunkin was a 
pioneer in the use of radio time for de- 
partment stores, and it has constantly 
ada])ted its radio schedule to meet cur- 
rent needs. I'his contintiance in time 
has won it new friends and held old cus- 
tomers through the years. 

C^oupled with cuiisisttnicy as a pat- 
tern for radio success is the element of 
frrquency. The Brown-Dunkin message 
is heard not once a week, nor even once 
a day, but rather, two or three times 
daily, supplemeiUed with fre(|uent spot 

Sj)ois. shows and strips, some of each; 

1 hat's the comprehensive radio ])olicy of 
I he Ukown-Dunkin CoM^AN^. Tulsa, 
Okla.. depai tment store. 

Sold on radio for selling, Buow n-Dun- 
Ki\ lor (i\c' vears sj)onsoic'd The (Ihil- 
(hcn's /loin oxer kTUL. The highly 
sue ccssliil, stoic -originated show, timed 
lo gel cusioiiuis into the store early, was 
scrapped only when late waitime ojjen- 
iiig lioiiis eliminated the oidy morning 
liiiic a\ailal)Ic' oxer KTUL. 



Diiclcr the guidance ol Mr. Ben A. jumper, Brown-Dunkin sales pro- 
niolion manager, the K'lUL radio scliedule has been enlarged to include 
a five-minute morning strip by Peggy Gray, personal shopper; a Monday 
through Friday quarter-hour program ol instrumental music by Glenn 
Hardman; and a weekly hall-hour show with the songs ol Alice O'Gon- 
nell. This morning, noon and night selling schedule is supplemented 
by spot announcements pushing king-bee items and special events. 

While Mr. Jumper believes that people are interested enough in mer- 
chandise for its own sake to listen consistently to a five-minute shopping 
program, he adds that the Brown-Dunkin idea of radio includes the fac- 
tor of service. To better serve the Magic Empire Market of Oklalioma in 
wartime, Brown-Dunkin continually imprcjves its mail order department. 
One of its most effective means of serving the residents of this trade area 
is through the daily five-minute broadcast by Peggy Gray, personal shop- 
per. On the air every morning at 9:00, Miss Gray covers the store by de- 
partments and services. Varying her technique of straight selling by per- 
sonal interviews with store btiyers and personnel. Miss Gray acquaints 
out-of-town listeners, as well as Tulsa residents, witli special events and 
outstanding values. 

# To reach the great homemakinj 
midday Glenn Hardrnan Enter- 
tains. Hardman, KTIJL musical 
director, sells the street floor by 
easy talking his commercials, 
while he puts his finger on mel- 
ody with a cjuarter-liour of music 
on piano, organ, celeste and 
solovox. For Brown-Dunkin tea- 
room customers, Hardman ap- 
pears personally at the tearoom 
for an hour each Monday to 
play piano requests. 

Three clarinets, vibraphone, 
piano, organ, celeste and solo- 
vox weave a varied musical tap- 
estry, for the lyrics of Alice 
O'Connell. The weekly half- 
hour Alice O'Connell Sings 
show is beamed to the Monday 
night family audience. Selling is 
done by Peggy Gray and a male 
announcer. Gentered on the Fab- 
ric Department, commercials ap- 
peal to both homemakers and 
to lousiness girls who have their 
clothes made by dressmakers. 

Consistent, hard-hitting sales 
messages, service features and 
sparkling entertainment over a 
period of years add up to a 
definite radio personality for 
Brown-Dunkin, a personality 
that sells! 

audience of the Magic Empire at 

BROWN-DUNKIN dominates Tulsa scene. 

10 III 10 \ 

««' '! Ill 
Ill i6« *l\ 

III ill III 

-1 ri III 
id III 

1 Mb ill V' 

'I HI III 111! 

ill II 111 lilt 

JULY, 1944 



• (Below) . . . WFOY hostess 
personnel get set for a cruise 
through the city. 

• WFOY general manager, J. Allen Brown, awards 
Easter Egg Hunt prizes. To his credit is the radio ver- 
sion of this time-honored event. 

I\ prc-radio days, it was standard prac- 
ti(c among merchants coopcrativclv 
minded to make a sliow ol (olors on spe 
(iai occasions such as lliaiiksgiv ing oi 
I Ik i'oiiiiii ol |ul\ ihrough the use ol 
lull page nevvsjjaper advertisemenis. 
While ihe device was considered inslitu 
tional achcilising, lew people ever oh 
served (lie indi\iclual slore ciedit lines. 
lo actually comhine in a (()o|)e)ali\( 
venture in a way (o 
create good will loi 
each mcinhci sioic 
was unheard ol. 

That remained 
lor tadio. With ra- 
dio, there is no 
agate l\j)e. and the 
credit line loi the 


Showmanship Boosts Sales for 
St. Augustine, Fla. Merchants 
in 29-Day Cooperative Series 

small ad\eitisei gels the same emphasis 
as that ol a larger retailer. Foi the space 
ol time that the indi\idual store gets 
participation cfedit. it has c()mj)lete 
donnnation ol the airwaxes. 

While" c oojx'i al i\ (■ xenluics ol this 
kind have serxcd man\ puij)oses, the 
e\j)eiiencc' ol 2\ met chants in St. \u- 
gusline. Ma., illustrates that srllifio^ can 
he an integral |)arl ol such an inider- 
I a king. Here was a 
sj)ecial eMiil which 
made the cut iic c om- 
munilN WI<()\ con- 
scious, because ol 
I h e e I e m e n t s o 1 
showmanshij) incor- 
j)()rated into the 




(Left) . . . One-sheet poster boards 
ere stationed at points adjacent to Dav- 
iport Park for the WFOY Easter 
arade and Egg Hunt. Giving them the 
ice-over are (left to right) program 
irector Frankie Collyer Walker; traffic 
anager Bernice Nachtmann, and gen- 
■al manager J. Allen Brown. Billboards 
so blossomed with Easter Egg Hunt 

9 (Right) . . . Big-time stuff for 
the nippers is this WFOY Easter 
Egg Hunt sponsored by 21 St. 
Augustine, Fla., merchants. Broad- 
cast was the climax to a 29-day 


A 29-day pre-Easter promotion, ihe 
series combined strong human interest 
with hard-selling merchandise informa- 
tion at a lime when men, women and 
children were interested in casting off 
winter clothing for spring finery. Begiui 
four weeks in advance of Easter, with a 
daily one-hour and twenty-minute East- 
er Parade, the platter show featured 
news of the Easter season on styles, mer- 
chandise, and services. Announcers Har- 
ry Talbert and Floyd Mihill handled 
the week-day presentations, while the 
Simday versions were conducted by 
Donn Colee and WFOY general man- 
ager J. Allen Brown. 

A giant blaster Egg Hunt climaxed the 
series. Hundreds of St. Augustine young- 
sters were awarded prizes, and the en- 
lire event was broadcast over WFOY. 

Various elements combined to make 
this series the talk of the town. Not the 
least of them was its widespread audi- 
ence appeal. With the daily broadcasts 
of music and merchandise news, the 
sponsors reached the feminine audience 
that represented the merchandise buyer 
in the Easter Parade of fashion. 

Showmanship in the use of merchan- 
dise prizes for the winners in the Easter 
Egg Hunt also played an important part 
in making the entire community con- 
scious of this VV^FOY promotion. These 
prizes gave the small-fry a very real in- 
centive for locating the ()() dozen Easter 
eggs furnished and decorated by Lerov's, 

one of the 21 sponsors of the series. 
While the Easter Egg Hunt was open to 
youngsters under twelve years of age, 
various contests and stunts were staged 
for other juvenile age groups. 



McCarter's Quality 


$5 in Cash 

Touchton's Rexall 

Drug Store 

Stuffed Easter Bunny 

Pilgrim's Shoe Store 

Pair of Shoes 

Hughes, the Florist 

Colonial Corsage 


Easter Basket of Candy 

Nordan's Pastry Shop 

Easter Decorated Cake 

Amavon Dress Shoppe 

Silver Indian Bracelet; 

String of Sea Pearls 

J. Dexter Phinney 

Solid Gold Birthstone 



Day Clothing Co. 

Shoulder Strap Hand- 
Alligator Leather Bill- 

Pape's Gift Shop 


Carmen's Market 

$5 Defense Stamps 


$5 Defense Stamps 


Service Drug Co. 

Two Big Sets of Games 

S. A. Snyder's Grocery 

Basket of Mixed Fruit 

St. Augustine Soft 

Water Laundry & 

Dry Cleaners 

Red and White Sailboat 

Superior Dairies 

Half Gallon Ice Cream 

(Cups to All Winners) 


Plaid Handbag; Charm 


Denmark Furniture Co. 

Junior Commando Gun 

Usdin's Department 


Boy's Swimming Trunks 

Bilger's Fashion Shoppe 

Easter Bonnet 

Capo's Children Shoppe 

Boy's Polo Shirt 

The Lew Shoppe 

Raffia Drawstring Hand- 


Set up in Davenport Park was the 
WFOY four-speaker sound system, and 
all activities were broadcast from 2:00 
until .^:00 P. M. Easter Sunday. 

It adds up to the fact that what is 
good showmanship is good radio, and 
good radio is the sponsor-tested success 
iormida, whether it is done individually 
or on a cooperative basis. 

JULY, 1944 



vania Showtime 

200 M:in-Hours 
Used to Stage 
Radio Series to 
Build f^orale 

AL.MOST a year ago, plant managers 
i. of lour of the Massachusetts plants 
of S\ i.\ AM A Electric Products Inc. de- 
cided to hold a radio show for employ- 
ees. These men appreciated the terrific 
strain the employees of the four plants, 
situated in Salem, Danvers and Ipswi(h 
had been undergoing for well over a 
year. The) beheved a radio progiam al- 
lowing employee participation might 
help in the broad program they wetf 
develo]>ing iov employee relaxation. 

It was decided a weekly (juiz j^rogiam 
would permit not onh stead\ emj)I()\{'c 
pai lie ij)al ion. but also would proxidc 
the cxtia si iiuulal iiig xaluc ol intcr- 
jjlaut ( onijxi iiion. l'.a( li week, Uams ol 
lour Irom the loiu plains in the arcii 
(ompeled against eat h otlur, and i(( 
ords were kej)t of the standings to keep 
the spiiit of (ompetition ali\c. 

OiiginalK ilic show was staged in the 
W'K.SX studio theatre. \\hi(h allowed .ui 
audieute ol l.")() jxisons to \\iii)ess ea( h 
b'()ad(;isl. Sin(e oub ( niploxees weic ;d 

lowed to attend, this represented finther 
employee participation. Approximately 
SI 00 per program was distribiued in 
prizes each week. This weekly half-hoiu' 
show did (juite a bit to create interest 
among emj)loyees, and in addition, it 
stinuilated a desire among them to ha\e 
an e\c'n bigger and better radio piogiam 
lot the ^^■olkels in Sylvania plants. 

riRSi. S^iA'A.NiA was interested in exiMi 
more employee participation and at- 
tencknut'. Manx (onlerences with plain 
managers, their personnel directors, and 
W l.SX management brought aboiu the 
(OIK (pi ion of a brand new \ariety show, 
Sxli'dnni S h ()\r 1 1 ni (' . This program 
brought in the music of Dick llingston 
;Mid his 1 l-piecc band, and an arranger 
with a dillerent apjjroach. (ihailie Beech, 
lioin Moutical. Now, e\c'i\ number used 
is a s])e(ial anaiigeuieiit. Broadcasts are 
presented before an iiudieiuc ol 500 in 
the main ballrooiu ol the IIawihokm-: 
I Ion I h] Saleui. Ihere is abvavs a 




by DERBY A. DENSON, Syhania Electric Products, Inc. 

heavy demand lor tickets, which are dis- 
tribtited evenly to the now five plants ot 
the company, as a new plant in \Vake- 
Held has just recently been added. 

1\ addition to Dick Kingston and his 
14-piece band, there is an announcer, an 
emcee, a male vocalist, and a female 
singer, blonde Irene Donahue. In a re- 
cent broadcast, the featured musical ar- 
rangement was Tlie Story of Pistol Pack- 
in' Mama, the arranger having rewritten 
Poet and Peasant Overture, along with 
some popular numbers. This new type 
of mtisical rendition lasted 3:40 min- 
utes, and w-as symbolic of real old-time 
"corn." Atuomobile horns, gtui shots, 
and glass crashes w^re part of the ac- 
companying sound effects. W^hether it's 
a springtime show, the Gay 90's, feattu- 
ing a quartet and real died-in-the-wool 
Gay 90's ntnnbers, the selections are re- 
written in modern tempo. 

The show is broken near the middle 
for a 3i/2-mintUe quiz, in which ten con- 
testants are selected from the audience 
to participate in a mtisical story type 
(jui/. Dorothy Rich, known as the Quiz 
Mistress, offers each contestant an op- 
poitiniity to guess the answer suggested 
In' tunes plaved on the Hammond or- 

gan. In addition to the general otitline 
of the weekly continuity, from time to 
time, as the occasion presents itself, guest 
stars from the Svlvaxia family are used 
on the program. 

Approximately 200 man-power hours 
are consumed in the production of the 
show. This program is not intended to 
carry any commercial appeal, but it 
merely calls the public's attention to the 
grand job being done by nearly 6,000 
Sylvania employees. James R. Duffy, 
Sylvania employee relations manager, 
is in charge of tfie program. 

Sylvania Showtime tells that story in a 
way which gives the listening audience 
top-notch entertainment. More than 
that, it helps develop and foster the 
spirit of community pride in Sylvania 
Electric Products, Inc., a factor of tre- 
mendous importance in the btisiness re- 
lations of any plant. 

And for every Sylvama worker who 
either attends a broadcast, or listens to 
it over his own radio, the program fur- 
ther strengthens his personal relation- 
ship with the company. Such a show has 
immediate morale building \alue, btu it 
also establishes a relationship which will 
be of value in the period of post-war ad- 

JULY, 1944 


What's Ahead for Radio and Its Adoertisers? 

If $ — Future Unlimited ! 

by ETHEL N. KEANE, Raymond Keane 
Aduertising Agency, Denuer, Colorado 

Wi'AA., I'm just one little American, 
and because I am just that, I can 
dream, and I can speak up, and get in 
my "two-cenls" woilli! And so I say let's 
change that Cjueslion and ask: 

"What's Aliciid jov Our (loimtyy, joy 
y<)](y Business and Mine, and joy La- 
boy r' 

Because ladio and ils a(l\ ci tisers will 
not only be righi wiih us in answeiing 
thai (juestion, they'll hv a\va\ ahead ol 
lis! IIkn'II lead llic rosl-Wdy Payadc! 

And 1 ha\{' reason loi saxing this! 
R(iii(nil)( 1, back in ihc dark da\s ol 
(ail\ I'JIL'? 1 hal's when IlillcT banked 
on om (lis iniilx and om low j)roduc- 
lion ol llic :')()'s lo win I he wai. \\'ell, he 
was wiong. bnl he was \v\\ nearh 
light. And ihal laiighl lis a lesson! W'c 
Woiil b.- (aiighl wilh oiii Inn like ihai 

again m any emergency, peace to war, 
or war to peace. And here's how I know- 
By 1943, radio and its achertisers 
were doing a bang-up job loi the war 
effort. That's when we were listening to 
radio shows designed, by the advertisers, 
to pm a little patriotism into our souls; 
to appeal to us lo bu\ \\ ar Bonds; to 
inge C3ur 17-year-()lds to become Avia- 
tion C^adets; to ask our women to join 
the \\'A(-; to be blood donois; in hut, 
lo make each ol lis (onscions ol his oi 
her own impoit;ini part in the way el- 
h)t t. 

We leained through these bro;Kk;ists, 
the inside sior\ ol American reseat ch 
and indiistiN and government, gearing 
itsell to total war. We listened, and 
learned, and buckled down and woi ked, 
and siiddeiiK it was possible lor ns. as a 
nation, lo sa\. " I n( ondilional Sii))('n- 
do!" \i(ioi\ suddenly became a bright 
j)()ssibilit\ in our minds. But out laclio 
achcrtiseis didn't stop there. Thev con- 
tinued to pound the importaiuc ol our 
!4oal: the\ told us how lo dig om \'ic- 



lory gardens, they told us how to i>et rid 
I of pests in those gardens, they told us 
' how to can the vegetables and fruit, 
and how to save ration points! In other 
words, radio and its advertisers were 
way ahead of us. They educated us. We 
listened, and w'e earned our M.A.'s in 
war effort. But they kept right on re- 
minding us of how^ much our country 
needed, and so we continued to sweat 
and work hard, and to help our neigh- 
bors. Can there be any doubt that radio 
and its advertisers were ahead of us 
then? That they were leading us on to 
greater unity? 

Hemember, about that time, meek little 
paragraphs began to appear in various 
national magazines, now and then in 
radio new^scasts, or in daily newspapers, 
telling of a new invention someone had 
dared to dream about, an invention de- 
signed to bring comfort and delight after 
this ghastly and all-engrossing war was 

Just aboiu then it dawned on us, per- 
sonally, that the American people in the 
midst of a great w^ar were thinking of 
the future! And so, w^e got to thinking 
that it was pretty depressing to keep our 
noses to the grindstone of war— war- 
war! And now^ that our nation was gear- 
ed to war and we were giving our best, 
physically and mentally, still there must 
be room for dreams and dreamers! So 
we dreamed that nozv, sometime betw^een 
worrying and working, between w^ar ef- 
fort and nervous tension and taxes, per- 
haps we could dream of the future, too! 

Whereupon, I sat myself down at the 
trusty dictaphone and dictated letters to 
our greatest manufacturers, to our great- 
est research laboratories and said some- 
thing like this: "Sure! We know^ you're 
working 24 hours a day in the war effort 
and we know you must have plenty of 
problems, but you must be dreaming, 
too. You must be thinking up something 
for the post-war era!" We WTut on to 
say we were writing a radio script show 
Future Unlimited!; that we wanted to 
help the people escape from the mo- 
notony of their war-time jobs; help them 
to dream of the miraculous new gadgets 

that they might expect after the war is 
won. And we said, "Could you release 
auNthing we could use in our radio 

A hundred and ten letters went out in 
the first mailing and the all-out response 
flashed back to us, "Yeah! W^e're workin' 
pretty hard, only 24 hours a day, but 
one of our chemists did have a little idea 

for a gadget and it's " Or, "Here's 

the dope on a little thing w^e had almost 
ready when the war came. We've laid it 
aside, but we're going to manufacture it 
as soon as the peace sirens blow^!" 

And believe it or not, from those first 
110 letters, w'e got enough factual infor- 
mation to write 78 Future Unlimited! 
scripts, with 8 to 10 items in each script! 

And so w^e sent out another 150 letters 
to other great American organizations 
and back came another deluge of replies 
full of plans for our post-war world! 
These contained enough items to carry 
us through another 78 scripts. We had 
over 1,000 ideas for happiness! 

Yes! Already industry and science have 
cleared the first hurdle by dreaming and 
inventing miracles of tomorrow. And 
already they're preparing the people for 
what's to come! 

The second step, which is already in 
progress, is planning for the presenta- 
tion of these wonders of the future, to 
the eager consumer! And already a great 
juggernaut, which, for w'ant of a better 
name I shall call, "PWP" (Post-War 
Planning) is stretching his muscles. 
W^e're getting ready to bridge the gap 
between war's-end and peace-beginning 
in one single, powerful stride! 

Right now, buying and selling lie fal- 
low% but when w^e take that single, pow- 
erful stride, the rich soil of American 
buying will have been tilled by radio 
and its advertisers! And without falter- 
ing, they will bring the message of these 
promised miracles of science and indus- 
try to the people of America. Adver- 
tisers, through radio, will create the de- 
sire to share in these wonders and goods 
wall pour-out for peace, at close to the 
rate at which goods are now^ being 
poured-out for war! 

JULY, 1944 


Survey Reveals What Public 
Does and Doesn't like in FM 

An ^ge"'^Y 



Maxon, fnc, New York City 

THE things we of Maxon, Inc. discov- 
ered about FM in a special study we 
made a few months ago are the kind of 
things that only an advertising agency 
would be likely to investigate. The big 
qtiestion we asked ourselves was: "What 
clo the five or six hundred thousand 
owners of FM sets think of FM?" 

The first thing we asked them was: 
"What prompted you to buy your FM 
set?" 37.8% said, "Superior Tonal Qual- 
ity." This was the dominant answer in 
each of the four cities. On a national 
basis, static suppression came second with 
19%. National figures can be misleading. 
In New York, 32.6% gave static suppres- 
sion as a reason for buying FM; in Phil- 
adelphia it was 9%; in Milwaukee 7.1%; 

and in Detroit 5.6%. 

In Philadelphia, "Superior Program- 
ming" on FM Stations turned up as an 
important reason for the purchase of 
FM, with 36.2%, and in Milwaukee this 
was given as the reason by 16.3%. 

There was another odd and interest- 
ing reaction to this question. We were 
surj)rised to get answers which added up 
to: "I bought FM because I wanted the 
newest in radio." In New York, this re- 
sponse was given by 4.6% of the owners, 
and in Phihid(;lphia by 7.5%,. However, 
the Mid-west pidure is (jiiite dilferent; 
Milwaukee L^(i.l";,, Dclioit 31.7%. 

liii iicxi (|ii(sii()ii \vc asked was: "Has 
FM Lived iij) lo ^()l^ Fx])e(l:H ions?" 
Only 23% said ihai l\\ liadiTi mci ilicii 
expectations. We asked liuse disap])()iiu 
ed sel owners, "If nol, why not?" In New 
Yo» k and PhiladcJpina. ihc icasons loi 

disappointment were about 54% with 
FM reproduction and 46% with FM 
programs; in Milwaukee and Detroit, 
the situation was reversed with 51.7^'o 
dissatisfied with program, and the small- 
er percentage dissatisfied with the (|ual- 
ity of FM reproduction. 

The second question comparing FM 
with AM was: "If Jack Benny, Charh'e 
McCarthy or your favorite star should 
be on FM as well as AM, which band 
woidd you ttme in?" Of those answerin^^ 
the question 79.5^^ said FM; 8% AM; 
and 4% said either one. 

You may wonder about those 8% who 
said that they prefer AM for their favor- 
ite program. We did. They total 75 peo- 
ple oiu of the 936 homes interviewed. 
Sixteen of them said that the spoken 
word is clearer on AM. Stich an answer 
provides a warning for FM operators, a 
warning that announcers and other 
speakers should not crowd the mike and 
accentuate the sibilance of their speech. 

The amount of listening on the FM 
receiver varies greatly in different cities, 
and it varies roughly in pro{)ortion to 
the number of FM stations in the city. 

We also asked the listeners what pro- 
grams now received on FM they liked 
best. Their vote was overwhelmingly for 
nuisi(al programs; the answer probably 
being due to the fact that the programs 
on KM are overwhelmingly nuisical. 
Mu(h of the dissat islaction Avas also ex- 
pressed in (onnection with these same 
progianis; dissatisfaction due to imper- 
!(•( I and worn records whose defects were 
more easily recognizable on FM trans- 
nn'ssion than they might have been on 
a slandatd broadcasting station. 




Things are happening on the 
television front of interest to 
advertisers and to agencies. 

Women's Wear 


"In this series of experimental televi- 
sion commercial programs for Gold 
Mark, hosiery manufacturer, ten girls 
were presented in a leg beauty contest. 
A board of jtidges consisted of a sculptor, 
artist and beauty expert. 

"Elements of a quiz program were 
combined to make each program infor- 
mal and gay. The winner of each week's 
contest was carried over to the following 
week, and the final elimination narrow- 
ed down to the grand winner of the 
series. Considerable direct results were 
})roduced from these programs. 

"Fashion Discox'eries of Television 
was another series of experimental com- 
mercial fashion shows presented in this 
case for Bloomingdale's and Abraham 
8c Straus, New York department stores. 
Each program in this series was present- 
ed as a miniature musical comedy, and 
the merchandise was described while the 
action of the stories continued." 


Norman D. Waters & Associates 
New York City 

AIR FAX: Scripter and director of both series: adtnan 
Station: WNBT, New York City. 

COMMENT: Fundamentals of good pro- 

(>[} (UH mi n iy and sh ow in (Ui sli i p don't 
rliange, even tliough lc( hnifjnes do. 

Women's Wear 


"While our interest in television is great, 
our experience is rather scant as we 
have only jjroduced and broadcast a few 
programs, all devoted to fashion. 

"The format is the complete outfit- 
ting of a model with clothes and prod- 
ucts from the clients of this agency. 
There is a running descriptive comment 
with flashbacks to the model from the 
commentator. Fifteen minutes in dura- 
tion, the program is called Tlie Abbott 
Kimball Girl of the Month. 

"Originally, we were somewhat dis- 
appointed in the faihne of television to 
distinguish color designs, but experience 
has taught us that the product shown, 
insofar as color is concerned, shoidd be 
prepared especially for television. 

"We have found great interest in our 
clients in this new meditmi, and we are 
definitely of the opinion that television 
will be the means of an entirely new 
group of advertisers in radio which 
heretofore have been forced, because of 
visual requirements, to confine them- 
selves to magazines and newspapers." 


Vice President 

Abbott Kimball Co., Inc., Adv. 

New York City 

AIR FAX: First Broadcast: February, 1944. 
Broadcast Schedule: Quarter-hour. 
Agency: Abbott Kimball Co., Inc., Adv. 

COMMENT: While much that pertains 
to commercial television still remains 
an iniknown quantity, test program- 
ming will help pave the way for adver- 
tising recognition. 

JULY, 1944 



RADIO SHOWMANSHIP welcomes unusual photo- 
graphs of merchandising stunts used by businessmen to 
promote listener interest in their radio programs. 

• (Right) ... As Bob 
Fitzmaurice, mcmb:?r of 
KOA's Guest Relation 
Staff, empties another U. 
S. mail bag containing still 
more entries in th? KOA 
Home Forum Sewing Con- 
test, Lora Price (center), 
Home Forum director, her 
assistant, Betty Price (left), 
and Anne Walden (right), 
secretary to KOA's Gener- 
al Manager, admire some 
of the handiwork. (For 
story, see Proof O' the 
Pudding, p. 243.) 


• (Left) . . . With a onci 
a-week amateur show 
talent and customers oi 
of cold storage. Series 
heard over WPAT, Patcf 
son, N. J. (For story, se 
Showmanship in Action, / 


so KEEP Y0ti 


Gabby, the 

FOR fm, 



^ ^^^F Ift ^^H ioqn nil 




• (Below) . . . Street car cards are 
one of the methods used to sell KOIL 
shows to the Omaha, Neb., public. 
Each card plugs some particular show, 
also features names of KOIL spon- 
sors. Plus advertising makes that cus- 
tomer switching harder, also makes a 
big hit with advertisers. 

• (Above) ... In an intensive local 
campaign to publicize the NBC fea- 
ture for feminine listeners. Now is the 
Time, KDYL, Salt Lake City, U., 
went all-out with promotion. Above 
STORE window display tie-up with 
the program series. 

JULY, 1944 



New radio programs worth reading 
about. No result figures as yet. 


BASEBALL RETURNS While women are 
an accuslonied sigliL in the ball parks, 
shout "Kill the Umpire/' with as nuich 
enthusiasm as their better hahes, base- 
ball, for all that, is primarily a man's 
world. To get the billiaid and pool en- 
thusiast into what is likewise a mascu- 
line haunt, the Duncan Recreation 
Co., Vincennes, Ind., airs the daily re- 
sults ot major league baseball games over 
VVAOV. Series is a daily-excepl-Sunday 
ten-minute feature. 

AIR FAX: First Broadcast: May 1, 1943. 

Broadcast Schedule: Monday through Saturday, 

5:45-5:50 P.M. 

Preceded By: Uncle Sam. 

Followed By: Sports Review. 

Sponsor: Duncan Recreation Co. 

Station: WAOV, Vincennes, Ind. 

Power: 250 watts. 

Population: 18,228. 

COMMENT: Sjjoris enthusiasts do the 
sporting thing by advert iseis who biing 
tluni latest news and returns, and sudi 
piogiams have been title-holdei s loi ai- 
iiiosl all j)r()(lu(ls with iii;is( uliiic ;i|)p(;il. 


SHOPPING CIRCLE With the iiKmi)()U- 
er shortage a grim icality. it's truth, not 
poetry, that the IkmkI that ro( ks the 
(ladle rules the uoild. Uul the little 
woman who used to siii up (akcs or sew 
a straight scam with hci lice hand now 
spends her linic on the asscmhK line 
I ui in'ng onl l he tools ol wai . 


To enlist more such workers was the 
purpose of the Cl rtiss-Wright Propel- 
LOR Division when it turned to KDKA, 
Pittsburgh, Pa. Not one to do things bv 
halves is Curtiss-AVright executive John 
O'Connell. While the Division was new 
to radio, 65 per cent of the advertising 
budget was diverted to this campaign to 
enlist feminine workers. A qtiarter-hour 
variety show every Sattirday; a thrice- 
vveekly. ten-miiuue news analysis; dailv 
participations in the Shoppiiu^ Cirde, 
and six times a week participations in 
the Farm Hour round out the Ccrtiss- 
W'right schedtde. Conmiercials hammer 
home one point, namely, the need for 
women workers. 

air FAX: 


First Broadcast: April 3, 1944. 
Curtiss-Wright Propeltor Division, Beaver, 

Station: KDKA, Pittsburgh. Pa. 

Power: 50,000 watts. 

Population: 1.072.545. 

Agency: Burlce Dowling Adams, Inc., Montclair, N. 


COMMENT: Admiiably suited to the 
purposes of an advertiser who needs to 
reach the greatest possible percentage of 
the total listening audience is a schedule 
which includes \ariety in time and pro- 
gram material. Clearly recognized here 
is the fact that women, whether living in 
rural or urban (ommunities, ha\e a \a- 
riety of interests, and the piogram which 
may reach one group would not of neces- 
sit\ attract another group. 


want the latest scores as soon aftei" the 
last (heer has faded as possible, and ad- 
Ncrtisers ha\e found that gi\ing them 
these scores \ ia radio is one way to keep 
the conunercial looting section on its 
toes. Hut h)i the not-so-interested-in- 
sj)oi ts listener, sue h broadcasts are slrict- 
l\ out ol-bounds. I low to knock a home- 
lun lor the one, and keep the others in 
the stands is the problem that the C^on- 
soi n)\ii I) Bisciii C^o. sohed with Musi- 
ad Siorchord heard <)\er WIND, Chi- 
cago. III. 

A ir)niinntc broadcast immcclialch 



following the play-by-play broackasls ol 
the Chicago White Sox, an exclusive 
WIND leature, Musical Scoreboard iea- 
tures a combination of hot, siz/.ling 
nuisic and the scores of other games 
played in the National and American 
Leagues. Chatter on the light side is also 
pitched to listeners by the able-tongued 

AIR FAX: Firsl Broadcast: April 18, 1944. 
Sponsor: Consolidated Biscuit Co. 
Station: WIND, Gary-Chicago, III. 
Power: 5,000 watts. 
Population: 3,440,420. 

COMMENT: In broadcast advertising, 
anything that serves to broaden the lis- 
tenership base is good radio. Such de- 
vices need not be expensive nor elabo- 
rate as this program here illustrates. 


MUSICAL CLIMAX As a tie-in with Bos- 
ton Stral'se pies and cakes, nationally 
advertised as "a climax to a perfect 
meal," Monroe Boston Strause offers 
listeners in Baltimore, Md., a combina- 
tion of music designed to please every 
taste. While the quarter-hour represents 
Monroe Boston Strause's first radio 
ad-venture, evidence from director of 
radio, Norman Gladney, of the Leon S. 
Golnick & Associates Advertising 
Agency, indicates that Boston Strause 
finds the sample palatable. "Monroe 
Boston Strause looks forward to an ex- 
pansion of its radio activities in the year 
to come," is adman Gladney's comment. 
While the consumer cannot buy a 
Boston Strause pie, commercials are 
slanted at both the consumer and the re- 
tailer. Listeners are reminded to ask the 
waiter in their favorite restaurants for 
"the climax to a perfect meal." Copy is 
brief and to the point, uses such phrases 
as "Boston Strause pies and cakes, de- 
licious as they are nutritious," as the 
sales wedge. While the series hues in the 
main to the institutional line, it is suf- 
ficiently flexible to allow for seasonal 
promotion of specific products. Exam- 
ple: "For your enjoyment . . . this pro- 
gram and the product xue feature. And 

for your enjoyment, as a climax to any 
meal, ask your waiter to bring you a 
slice of Boston Strause Egg Milk Custard 
Pie, made luith fresh eggs and milk . . . 
// tastes just like the old-fashioned cus- 
tard Mother used to make." 

AIR FAX: Series is promoted in weekly publications 
and in daily newspapers. 
Firsl Broadcast: March, 1944. 

Broadcast Schedule: Sunday through Wednesday, 
11:15-11:30 P.M. 
Sponsor: Monroe Boston Strause. 
Station: WCBM, Baltimore, Md. 
Power: 250 watts. 
Population: 859,100. 
Agency: Leon S. Golnick 8C Associates. 

COMMENT: A vast reservoir of infre- 
quently heard music of the masters, past 
and present, popular operettas and light 
classics is there for the tapping in a 
series of this kind. While such programs 
have been used mainly for their institu- 
tional value, their sales possibilities are 
onlv now being realized. 


BETTY AND BOB For the Tip Top 
Creamery, Vincennes, Ind., Betty and 
Bob is tiptop radio entertainment that 
goes straight to the heart of the WAOV 
feminine audience. But what Tip Top 
took for a 52-w^eek radio campaign was 
no pig-in-a-poke. For eight years previ- 
ous to the production of the transcribed 
series, the story of ordinary people who 
lived extraordinary lives had been a top 
CtENeral Mills attraction as a network 
feature, was the most consistently suc- 
cessful program General Mills had 
ever used. 

A steady time buyer for the past three 
years is Tip Top Creamery, and in its 
program selection I'lP Top has always 
given the nod to serial drama. 

Conservative to the nth degree in re- 
gard to commercials is Tip Top. Com- 
mercials stress that fact that dairy prod- 
ucts are among the seven basic foods as 
outlined by F^ederal food ex^^erts. W^ar- 
time refrain: "If you couldn't get your 
favorite product today, please ask again 

AIR FAX: Experiences of a young married couple 
and their newspaper crusade against crime and cor- 

JULY, 1944 


ruption are what bring the housewife to the radio 

five times weekly. Available: 390 episodes. 

First Broadcast: August 23, 1943. 

Broadcast Schedule: Monday through Friday, 12:30- 

12:45 P.M. 

Preceded By: News. 

Followed By: Lum 'n' Abner. 

Sponsor: Tip Top Creamery. 

Station: WAOV, Vincennes, Ind. 

Power: 250 watts. 

Population: 18,228. 

Producer: NBC Radio Recording. 

COMMENT: While the soap opera may 
not measure up culturally to Shake- 
speare, audience response has proved its 
pulling power to countless advertisers. 
Here is one based on a definite sutcess- 
fOrmula with a host ot available mer- 
chandising promotions to complete the 
radio picture. 

Druq Productsi 

THE NEWS News is a lot oi things, but 
with i/fule Ezra it's absolutely unicpie. 
Uncle Ezra, the farmer's friend, holds to 
the folksey side. When things get on the 
stiff side newscaster Jim Monroe knows 
that he's in for a razzing from the philo- 
sophical hay-loot-straw-foot ch a r a c t e r 
whom KCMO listeners hear daily from 
5:00 until 7:00 A.M. 

A two-hour show of music, late news 
flashes, lime and temperature reports 
with a smattering of poetry and a man- 
sized measiux' of earthy wit, Uncle Ezra's 
Morning Edition of the Neivs is a par- 
ticipating featine with sponsorship lim- 
ited to non-competitive accounts. 

Uncle Ezra himself handles all (om- 
mercials in dialed, is not above inter- 
polating and inlerpi cling in charadei'. 
Musi( of I he cowboy ballad type is parl- 
and-parcel ol ilic week-day feature. To 
boost listeneishij> on the new lealinc, 
three iranscriplions cut i)y Unde Ezra 
in\ilc lislciu is to shaic the fun. 

\\\l I AX: Fint Broadcast: March 20, 1944. 

Broadcast Schedule: Monday through Saturday, 5:00- 

7:00 A.M. 

Sponsor: Peruna Tonic; Kranks Shavekrceni; I e:i\ 

C'rei I.yptos Couj^h Remedy; Sul-Fiay, others. 

Station: KCMt), Kansas City, Mo. 

Power: 5,000 watt* (d). 

Population: 602.046. 

COMMENT: \\;iiliiii'/ ( oiidil ions liaxc 
(icalcd a iKiiKiidoiis siiili in woikii)!* 

habits, and ad\ertisers find marked in- 
creases in listenership for early morning 
and late evening featiues. This bonus 
audience is one well worth cultivating. 



(wood Morjiing, Homemakersl when 
Mary Lee laylor is heard on KIRO, 
Seattle, Wash., for Pet Milk Co. For the 
housewife ^vho is yearning for some- 
thing different, the lady in the apron 
who is struggling o\er ration points, or 
the little woman hard pressed for time, 
there are tips galore in the Saiurdax 
morning C-BS half-hour feature. 

Homemaker laylor does more than 
present her listeners with nutritionally 
sound meals. She plans them with an 
eye toward the practical from the stand- 
j)oint of money, preparation time and 
ration points, lested recipes which 
stietch points, cost little, conserve fuel 
and time are the piece de resistance. 
Side dish: ad\ ice on buying food, lips 
on care of fresh food and left-oxers. Sea- 
soning which adds listener spice to the 
fool-pioof reeipes: a warm personal it \, 
a sympathetic, friendly attitude. 

AIR FAX: First Broadcast: November 27, 1943. 
Broadcast Schedule: Saturday, 11:00-11:30 A.M. 
Preceded By: OPA Question Box. 
Followed By: Country Journal. 
Sponsor: Pet Milk Co. 
Station: KIRO, Seattle, Wash., others. 
Power: 50,000 watti. 
Population: 4'>2,637. 

COMMENT: Re( ipes I 
and homemaking lips i| 
alone clon'l account 
lor liu- ama/ing audi- 
ence' l()\ all\ to the es- 
lablisiied women's 
piogram. What is 
m:);(' impoitant is a 



radio personality whose voice, manner 
and personality establish her as a triend- 
in-need with her listening audience. 

Hardware Dealers 

HUBBY'S HOBBY While gag- writers 
make copy about lonely golf 
widows, the awful truth is 
that to the little lady, a man 
about the house with time 
on his hands, nothing to do, 
is something of a pain in 
the neck. If the truth were 
known, the lady of the 
house with cooking, bak'ing 
and mending to do, thinks 
of Hubby's Hobby as a bless- 
ing in disguise. 

In Los Angeles, Cal., 
housewives who can't work with a ni:!i: 
underfoot owe a vote of thanks to die 
Entz & RucKER Hardware Co. tor its 
weekly quarter-hour feature aired over 
KHJ. Facts for Hubby's Hobby come 
straight from one who knows whereof 
he speaks, Entz & Rucker co-owner, 
Charles Rucker. 

Stooge to hobby atuhority Rticker is 
KHJ's Johnny Courcier. His role: the 
hubby who attempts the always-find-the- 
easy-way-oiu approach only to bungle 
every effort. Happy ending to the quar- 
ter-hour of fun and facts: Courcier ac- 
cepts Rucker's advice to find enjoyment 
in hobbies. Each week a different hobby 
gets the spotlight. Discussions range 
from fishing, gardening, painting and 
hunting to wood and metal work, other 
topics of that ilk. 

Straight connuercials that are an in- 
tegral part of the program is the Entz & 
Rucker method of getting its sales mes- 
sage across to the ptiblic. To back iq) 
this campaign scheduled for a 26-week 
run, Eniz 8c Rucker purchased 50 spot 
announcements to promote the program. 

AIR FAX: First Broadcast: April 1, 1944. 

Broadcast Schedule: Saturday, 7:30-7:45 P.M. 

Sponsor: Entz & Rucker Hardware Co. 

Station: KHJ, Los Angeles, Cal. 

Power: 5,000 watts. 

Population: 1,497,074. 

Agency: Henry W. Welch Adv. Agency. 

COMMENT: Program here follows the 
])attern established by most hardware 
dealers who have used radio successfully. 
The campaign stresses a specific depart- 
ment, and through the dealer's own 
j)articipation in the scries, the firm es- 
tablishes an effective identification be- 
tween itself and its radio offering. 

Home Furnishings 

With the Stork Express op- 
erating at maximum capac- 
ity these days, friends and 
relatives have a hard time 
keeping up with its stops at 
way stations. Btit in James- 
town, N. v., the Haglund 
Furniture Co. keeps WJTN 
listeners posted with a schedule of two- 
minute programs heard thrice weekly. 

Sound of a baby crying introduces 
the series. Brief opening and closing 
credit lines, and one 50-word center 
commercial carry the Haglund commer- 
cial message. Radio, direct mail and 
window displays sell the program to the 
public, build an ever-increasing audi- 
ence for the series. 

To each parent whose child's birth is 
announced on the program goes a card 
of congratulation from the Haglund 
Furniture Co. Both on the broadcasts 
and on the cards, Haglund extends a 
hearty welcome to each new citizen. 

AIR FAX: First Broadcast: January 1, 1944. 
Broadcast Schedule: M-W-F, 12:20-12:22 P.M. 
Sponsor: Haglund Furniture Co. 
Station: WJTN, Jamestown, N. Y. 
Power: 250 watts. 
Population: 51,336. 

COMMENT: Vital statistics are proper- 
ly so named. While programs of this 
kind may have more widespread inter- 
est in medium sized communities where 
people tend to know each other more 
intimately, the high newspaper reader- 
ship of such columns in the metropoli- 
tan press indicate that material of this 
kind is generally interesting. All to the 
good are merchandising tie-ins which 
provide the advertiser with additional 
contacts with customers. 

JU LY, 1 944 



G.E. PLASTICS Production is more than 
a matter ot raw materials and physical 
equipment with which to convert steel 
into the tools of war. To produce on a 
scale large enough to wage total war, the 
men and women who operate the ma- 
chines must be driven by an urge to 
keep the supply lines moving right up 
to the moment of Victory. 

In Pittsfield, Mass., some workers in 
the G.E. Plastics Division tended to 
share the feeling of confidence that had 
swept the nation. Those motivated to 
work in the plant for patriotic reasons 
were inclined to feel that the war was 
indeed won, and that further efforts on 
their part were not needed. The house- 
wife who had been taking a four-hour 
shift at the G.E, in addition to her home 
duties felt justified in laying-off because 
of fatigue. 

The real picture was something else 
again. Help was vitally needed for the 
production of vital war materials. Ques- 
tion which G.E. Plastics Division posed 
to AVBRK: "What can you do to point 
out to public the fact that the battle is 
not won, and that it can still be lost if 
war production is not maintained at a 
high level?" 

AV^hat AVBRK achieved was a blend of 
human interest, drama, and hometown 
pride. G.E. workers themselves tell 
others in the WRBK coverage area why 
they man G.E. machines. Employees who 
had lost sons in the service, oldsters 60 
years of age and over, j^eople with farms 
or important businesses to riui biu who 
also devoted time to the war industry, 
and boys back from the fighting front 
who were working as hard as they had 
fought, all of these jjcople had \ital 
reasons lor keeping production up. All 
of them wanted the war over, and in a 
liurry. For them, war [>rodu(tion was 
translated into terms of saving lixcs, the 
lives of their own children and theit 
own families. 

F'ive-minute transcribed interviews 
with such workers were aired for WBRK 
listeners over a six-week period. Twice 
daily, Monday tlnough Saturday, the 
sloiics ol ilusc workcis tiauslalcd wai 

production into the flesh-and-blood 
language of the common man. 

AIR FAX: First Broadcast: April, 1944. 

Broadcast Schedule: Monday through Saturday. 

12:55-1:00 P.M.; 6:50-6:55 P.M. 

sponsor: G.E. Plastics Division. 

Station: WBRK. Pittsfield, Mass. 

Power: 250 watts. 

Population: 5 3,890. 

COMMENT: A program of this t)pe per- 
forms a threefold service. While it is 
Grade A public relations, it also is ex- 
cellent for building employee morale. 
At the same time, it will almost certain- 
ly turn-up a few more job applicants. 


Merchants' Assnciatiuns 

HI NEIGHBOR To man, gregarious b\ 
nature, the phrase Hi 
Xeighbor is one of the 
friendliest greetings in 
the English language. 
And those are the words 
which GKW'S listeners 
hear three times weekly 
when the hand of friend- 
ship is put out to three 
neighboring communi- 
ties in the vicinity of 
Kingston, Out., each of 
which lacks its own radio station. 

Now in its second year, the series 
originates in Kingston. Each program is 
for and about a specific locality. Mer- 
chants in each commimity sponsor the 
feature on a participating basis, and 
many of them ha\e put the Good Neigh- 
bor policy into play for 18 months with- 
out a break. 

AIR FAX: First Broadcast: November 1, 1942. 

Broadcast Schedule: M-W-F, 5:30-5:55 P.M., for 

Belleville, Ont., M-W-Th, 2:15-2:45 P.M., for 

Smiths Falls, Ont., M-W-F, 12:451:00 P.M., for 

Perth, Ont. 

Station: CKWS, Kingston, Ont. 

Power: 1,000 watts. 

Population: 3 3,296. 

COMMENT: Shoitages of frequencies 
and eciuipment keej) many a progressive 
town from ha\ing its own radio station 
iacilities. Ilere is an excellent solution 
lo ihe dilemma which builds listeners for 
I he si;ili()n and sales lor the ad\ crtisers. 





Results based on sales, mails, 
surveys, long runs and the 
growth of the business itself. 

Men's Wear 

clothing it has sold in Denver, Col., 
for years, Cotirell's Men's Store has 
found radio a good fit in the daylight or 
at nighttime. More than that, Cot- 
trell's relationship with KOA has worn 
well. Since 1932, in fact! 

Like any well-groomed advertiser, 
Cottrell's recently supplemented its 
current titne wardrobe of spot announce- 
ments on KOA, for wTar throughout the 
week, with a 15-minute Sunday news- 
cast. Over the years, Cottrell's has led 
the fashion parade with spot announce- 
ments, station breaks, a Musical Clock 
and news periods. 

AIR FAX: First Broadcast: March 5. 1944. 
Broadcast Schedule: Sunday, 4:45-5:00 P.M. 
Preceded By: Music Masters. 
Followed By: All Time Hit Parade. 
Sponsor: Cottrell's Men's Store. 
Station: KOA, Denver, Col. 
Power: 50,000 watts. 
Population: 450,000. 

COMMENT: Good merchants know 
quality merchandise when they see it, 
whether it's sold by the yard or the split- 
second. W^hen such shrewd retailers con- 
tinue to buy the same product for 12 
years, there must be a reason. 

Women's Wear 

KOA HOME FORUM Evidence that the 
school of women who could sew a fine 
seam didn't go out- with the bustle and 
hoop-skirt came by the sackful as the re- 
sult of a Home Forum Sewing Contest 
over KOA, Denver, Col. During the 

se\en weeks that entry blanks were of- 
Icied on the (juarier-hour feature, re- 
(|uests by the hundreds (amc from 
hither and yon, and on the closing day 
of the contest the postman's burden was 
a deluge of over 200 entries. 

But the ability to fashion a dress isn't 
the only old-fashioned virtue to which 
KOA listeners lay claim. One advertiser 
on this quarter-hoiu' blend of home eco- 
nomics information, guest interviews 
and fashion and beauty news of interest 
to women made a once-a-week announce- 
ment. Offered was a free Home Canning 
booklet. On the first annoinicement, the 
offer drew 308 replies. 

Sponsors for whom 
the KOA Home Forum 
has rendered, or is ren- 
dering, outstanding serv- 
ice include: E^esinol; 
Robertshaw Thermo- 
stat; Cerophyl Labs 
Viet; Kerr Canning 
Jars; Campbell Cereal 
Co.; Tintex; Ball Can- 
ning Jars; California 
Spray Chemical; Kalmus Dress Shop; 
Zoom Cereal; Malt-O-Meal; Safeway 
Stores; Vano Paint Cleaner; Denver 
Dairy Council, and Monarch Ranges. 
Promotional support given the series: 
screen trailers in Fox Denver and Inter- 
Mountain theatres; placards on the en- 
tire fleet of Yellow^ Taxicabs; ads in 
117 newspapers, both weeklies and dail- 
ies; courtesy announcements, merchan- 
dising letters and window displays. 

air FAX: Home Forum Lora Price and her assistant 
Betty Price, carry the torch on the series broadcast 
five times weekly. 
First Broadcast: July 13, 1941. 

Broadcast Schedule: Monday through Friday, 11:00- 
11:15 A.M. 
Preceded By: Music. 
Followed By: Reveille Roundup. 
Station: KOA, Denver, Col. 
Power: 50,000 watts. 

COMMENT: Of proven sales value is a 
household series which is not too encum- 
bered with participating sponsors. AV'hat 
makes such programs particularly valu- 
able is the intense listener loyalty as evi- 
denced by remarkable response to offers 
of various kinds. (For pic, see Showman- 
scoops, p. 236.) 

JULY, 1944 



Promotions and merchandising stunts that 
will lift a program out of the ordinary. 


BASEBALL SCORES AVhen it comes to 
matters of moment relative to the na- 
tional pastime, the baseball fan doesn't 
want to take any decision on the say-so 
of the official who makes the ruling. The 
man who follows swat realm doings 
wants to know for himself the official 
rules. Aaron Heitin & Co., Worcester, 
Mass., used car dealer, helps things 
along. WTAG listeners are offered the 
1944 official baseball rule book. Letters 
average 50 per announcement. 

While Aaron Heitin had previously 
used spot announcements without scor- 
ing a hit, Baseball Scores proved a win- 
ning combination. To establish the 
firm's name in the Worcester market is 
the piu'pose behind the series. Business- 
building slogan: Aaron Heitin doesn't 
bariyain . . . it buys. Program closes with 
a jingle to the tune of Hinkey Dinkey, 
Parlez-vous, e.g.: "Aaron Heitin will buy 
your car, old or new; Aaron- Heitin xuill 
buy your car, old or new; Aaron Heitin 
will buy your car, and give you the most 
for it by far. That's the thing for you to 
do . . . see Heitin flow." 

AIR FAX: Format includes a brief introduction, a 
> 0-word commercial, baseball scores, center com- 
mercial, summary and highlights of the day's games. 
Commercial jingle signs-off the five-minute series 
which features sportscaster Phil Jasen. 
First Broadcast: April 16, 1944. 
Broadcast Schedule: Daily, 11 :15. 11:20 P.M. 
Preceded By: News. 
Followed By: Lean Back and Listen. 
sponsor: Aaron Ffeitin &. Co. 
Station: WTAG, Worcester, Mass. 
Power: 5,000 watts. 
Population: 19 3,694. 

COMMENT: Not the least of the manv 
services that radio has performed for ad- 
\ertisers is the establishment of trade 
marks and firm names. To achieve this 
end, programs have more to recommend 
them than a spot announcement cam- 

Department Stores 

women who ser\e on the homefroni, 
there's plenty of Star Spangled Action 
that goes unheralded and unsiuig. Not 
so in St. Paul, Minn., where the E.\i- 
pORiiM performs its daily good deed by 
means of a quarter-hour institutional 

First half of each program is devoted 
to an interview with a representative of 
some local cit\-wide ci\ic group. Activi- 
ties of the group, with emphasis on some 
current worthwhile projects are what the 
Emporium's Community Hostess stresses 
in the interviews. 

Star Spangled Action really glistens in 
the second half of the program. Each 
day the Emporium proudly hails the 
Woman of the Day for her effort in some 
phase of homefront war acti\ity. Chosen 
by the Star Spangled Action committee 
for her efforts above and beyond the line 
of duty, the Woman of the Day is pre- 
sented with an engra\ed citation on 
paidmient paper. W^hat is ^^^i^ten there- 
on lor posterity to read: 

"Proudly We Hail 

as Woman of tJie Day 

for UnselfisJi Patriotic Sen'ice to 

Coiniuunity and (^.oiinlry in 

Time of ]\'ar. 

Presented at 

The /'.nifforiinn (loninnnnly ('.enter, 

Saint l*<iiil, Minnesota, 

this day of 

/// the Year of Our Lord 
Nineteen llinidred and I'O) ly-four." 

Contacted by letter were some 4,000 
Si. Paul Victory Aides. Each was asked 
lo ii);iki' he) suggestion as lo women 



worthy lor the (ilation. Alter each 
broadcast, the W()?nan of f/ie Day is 
taken to the Emporium's Photo Studio 
where her picture is taken. Later she 
makes her selection from 12 proofs, and 
one print goes to the Woman of the Day. 
A duplicate ]3rint is placed in the roster 
of Patriotic Women of t/ie Day which is 
just outside the Emporium Community 
Assembly Room where the broadcasts 
originate each day. 

Purpose of the series, according to H. 
B. Fairbanks, publicity chrector for the 
Emporium, was fourfold: to lend the use 
of the radio program to promote city- 
wide interest groups; to appeal to the 
average ^voman by glorifying each day 
some average woman who is doing an 
outstanding job in helping the war ef- 
fort; to lend the use of the program to 
any official city planning groups en- 
deavoring to promote a better, cleaner, 
more attractive city, and lastly, to active- 
ly promote the Emporium and its wide 
assortments, excellent service, reliability, 
pleasant shopping facilities, and local 

AIR FAX: Community Hostess Irene Brand scripts the 
series, contacts the civic organizations, and femcees 
the program. 

First Broadcast: October, 1943. 

Broadcast Schedule: Monday through Saturday, 
11:30-11:45 A.M. 
Station: WMIN, St. Paul, Minn, 
Power: 250 watts. 
Population: 329,007. 

COMMENT: For its widespread appeal, 
a program of this type has much to rec- 
ommend it, is a super-charged institu- 
tional offering which most certainly will 
build a wide listenership and stimulate 
store traffic. All to the good are the 
numerous showmanship devices incor- 
porated into the feature. 



MORROW In Paterson, N. 
J., WPAT listeners don't 
see stars, they hear them. 
What makes a hit with the 
amateurs who perform at 
the Hyway Theatre's Fri- 

day nighl, hoin-long show in Fairlawn, 
N. J., is that the program is transcribed, 
then broadcast the following day. What 
swamps the mails with recjuests for audi- 
tions are the cash prizes awarded by 
Alaska Furs. 

Program plugs Alaska Furs' two 
stores, one in Paterson, the other in Pas- 
saic, and while the contract was sched- 
uled for 13 weeks, Alaska Furs began 
renewal negotiations before the mid- 
point in the series. Emcee of the series: 
Fabian Theatre Circuit public rela- 
tions man Bert King. 

air FAX: First Broadcast: March 4, 1944. 

Broadcast Schedule: Saturday, 6:00-7:00 P.M. 

Preceded By: News. 

Followed By: News. 

Sponsor: Alaska Fur Co. 

Station: WPAT, Paterson, N. J. 

Power: 1,000 watts. 

Population: 139,656. 

COMMENT: In population centers suf- 
ficiently large to guarantee an ample 
supply of amateur talent, the amateur 
show is a good bet for almost any ad- 
\ertiser. (For pic, see Showmanscoops, 
p. 236) 


NEWS IN SPORTS Baseball fans in St. 
Louis, Mo., don't shout Kill the JJjn- 
pire. When they have a grievance, or 
think they have, the Shell Oil Co. 
gives them a chance to get it off their 
chests through a week-day radio series 
heard over KSD. 

Fans send in questions about strategy 
and plays of the two local major league 
ball teams, and once a week the man- 
agers of the two teams answer the criti- 
cisms or questions that listeners pitch 
to them. 

While the series is heard 
five times weekly, three times 
under the banner of the 
WiLDROOT Co., it varies 
from the straight News in 
Sports format only on Tues- 
day and Thursday when 
Shell has front-row grand- 
stand seats. Tuesday night 
fan-fare: baseball expert J. 

JULY, 1944 


G. Taylor Spink. Sljorting Xews editor, 
discusses wartime angles of the national 

AIR FAX: J. Roy Stockton, St. Louis Post-Dispatch 
baseball writer, and KSD sports commentator Harold 
Grams keep the program ball in play. 
First Broadcast: 193 3. 

Broadcast Schedule: Monday through F;iday, 6:00- 
6:15 P.M. 
Preceded By: Music. 
FolloTved By: News of the World. 

Sponsor: Shell Oil Co., T-Th; Wildroot Co., 

Station: KSD, St. Louis, Mo. 
Power: 5,000 watts. 
Population: 1,557,479. 

Agency: J. Walter Thompson (Shell); Batten, Bar- 
ton, Durstine & Osborn (Wildroot). 

COMMENT: Sports programs which 
give the listener an extra reason for tun- 
ing in have the edge over the straight 
sportscast. Too, devices which draw lis- 
teners into active program participation 
give the advertiser a chance to further 
develop the opportunities for personal 
contact with customers. 


AAF QUIZ FEST For the man in uni- 
form who likes a little extra folding 
money in his jeans the AAF (hiiz Fest 
is made to order. Army personnel of 
Air Forces Weather and Communica- 
tions Wrings headquartered in .\she\ ille, 
N. C, get a chance to compete against 
each other for a .|25 War Bond first 
prize, and a ten-smacker second prize. 
Quiz portion of the WWNC .HO-minute 
series features enlisted ])ersonnel. 

Sponsored by eight industrial (oiuerns 
whose major production is under go\- 
ernmcnt contract, AAF (hiiz Fcsl origi- 
nates at Newbridge Barracks Recreation 
Hall. Vocalists and vocal grouj^s from 
both wings j)rovide the musical portion 
of the show, wilh Sgl. Read Wilson lo 
emcee the strictly military broadcast. 

Plants recei\e only opening and clos- 
ing credit lines, with the balance of the 
commercial time dcvolecl to war effort 
announcements and announc:emenls oi 
activities of interest to military person- 
nel. Sponsors prexiouslv had used radio 
only for War Loan camj)aigns, ollui 
patriotic occasions ol ihal nature-. 

I*)()m()li()ti()ti()}is: WW\C announce 

menls, newspaper write-ups, and feature 
notices in newspaper radio columns. 

AIR FAX: First Broadcast: Ap il 28, 1944. 
Broadcast Schedule: Friday, 10:30-11:00 P.M. 
Station: WWNC, Asheville, N. C. 
Power: 1,000 watts. 
Population: 76,000. 

COMMENT: Advertisers have found 
that the institutional approach has 
reached a type of audience that had not 
responded to direct selling appeals in 
the pre-war days. 


a well-known mnsery character who 
(juoth: "TJic time has cojuc,'' the Fkrrv 
Morse Seed Co., on behalf of its 5,000 
California dealers, doesn't talk of cab- 
bages and kings. Instead, 

"T//r time has come for US to talk 
About Begonias . . . and Beans; 
To solve your garden problems. 
For this is . . . CABBAGES AND 
. . . qUFENS!" 

Studio audiences are in\ited, and each 
person in attendance receives a gar- 
denia. Prizes of vegetables, potted flow- 
ers, and garden ec|uipment are given for 
correct answers to garden cjuestions. 

Two cabbages who know their onions . 
when it comes to growing flowers and 
food, Les Layton and Roily l.angley, are 
ready with the answers on questions of 
gardening. Listener tie-in: two cjuestions 
sent in by the radio audience are asked 
of ladies in the studio audience. Ck)rrcct 
answers bring each a share of the over 
200 pounds of exeiything from cabbages 
to carrots. 

Weekly series done in the light \ein 
has a serious j)urpose, nameb. to tell 
listeners what, how, and Avhen to j)lant 
\egetables and flowers. 

AIR FAX: First BroJdcasI: February 24, 1944. 
Broadcast Schedule: Thursday, J: 15-1:45 P.M. 
sponsor: Ferry-Morse Seed Co. 
Station: KGO, San Francisco, Cal., others. 

COMMENT: While most gardening pro- 
grams ha\c been ralher hea\y on the 
educational side, here is evidence that 
enlerlaimneni cloesn'l need to go out the 
door when instruction makes its debut. 




Short radio promotions that run but a day, a week, or a 
month yet leave an impression that lasts the year around. 

Department Stares 


SNOW WHITE For Holyokc, Mass., 
moppets who couldn't sec Snoiv White 
in person when she appeared at Steiger's 
Department Store, radio 
served to bring the story-book 
character to life. A half-hour 
broadcast from its Children's 
Shop was Steiger's on-the- 
spot way of pushing back the 
walls of that department to 
enlarge it to the dimensions 
of the WHYN listening area. 
A one-time broadcast beam- 
ed at mothers with young 
the sales messages were insti- 
tutional. Stressed was the store's value to 
mothers in shopping for children's 
needs. Advance promotion included 
WHYN spot announcements. Evidence 
that the announcements didn't fall on 
thin air: audience fought for cartoons 
drawn by Disnev special assistant Dick 

Program consisted of an interview 
with Snow White, who also sang a song. 
Special events announcer Ward Gard- 
ner emceed the show. 

Not only for special events does 
SrEi(;ER's find radio the happy mediiun. 
Monday through Saturday its one-hour 
WHYN offering is the Breakfast Hour, 
aired from 8:15 to 9:15 A.M. 

AIR FAX: First Broadcast: April 8, 1944. 

Broadcast Schedule: Saturday, 2:00-2:30 P.M. 

Preceded By: The Shindig. 

Followed By: Music. 

Sponsor: Steiger's Department Store. 

Station: WHYN, Holyoke, Mass. 

Power: 250 watts. 

Population: 5 3,750. 

COMMENT: Utilization of good pro- 
gram ideas when they materialize is one 

evidence of progressive sales techni(|ucs 
of the kind required to build both sales 
and prestige. 



15 years, the Elks Lo:x;e, Alameda, Cal., 
has sponsored an annual charity post- 
season baseball game. Money that the 
fans pay out to see the all-star major 
league players battle the stars of the 
minor leagues goes for the benefit of 
under-privileged children. 

Something new was added to the pic- 
ture when the 1943 season's end brotight 
the annual event into the limelight. 
That something was radio, and KROW, 
"The Baseball Station ." Advance 
KROW plugging brought out 7,000 fans. 
Stay-at-homes got the play-by-play de- 
scription from the station which for 
nearly ten years has had exclusive broad- 
cast rights in Oakland for Pacific Coast 
League games. 

Broadcast was bankrolled by the Mc- 
DoNOUGH Steel Co., a fabricating firm. 
Commercials time was devoted to fur- 
thering War Bond sales and securing 
l)lood donations. 

AIR FAX: Charlie Tye and Jimmy D'Arcy, local 
baseball and sports personalities, miked the broad- 

First Broadcast: October 24, 1943. 
Sponsor: McDonough Steel Co. 
Station: KROW, San Francisco-Oakland, Cal. 
Power: 1,000 watts. 

COMMENT: Broadcasts of this kind are 
in line with the current interest in pub- 
lic relations by large manufacturing 
companies, others with nothing to sell 
directly to the public. 

JULY, 1944 



News and views of current script and transcribed releases back- 
ed with showmantips. All are available for local sponsorship. 



chapter in history wa^ written in 1492. 
Things have been happening e\er since. 
On the theory that people might ha\e a 
better idea of wdiere they are going it 
they know where they have been, The 
World and America begins with 1492, 
winds up w^ith the attack on Pearl Har- 
bor. Main thesis of the history lessons is 
the non-isolation of the U. S. Hammer- 
ed home is the idea that the develop- 
ment of the nation is a result of cross^ 
currents inter-acting around the globe. 

Prepared and produced by the Radio 
Progiams Department of Time Maga- 
zine, the series take the form of informa- 
tional conversations between a business- 
man and a librarian. 

C^hief idea man and editor of the 
series is radio programs director Frank 
Norris, working in close cooperation 
with writer Carl Carmer. March of Time 
director Lester Vail directs the series. 

Onarler-hoiir show^ is now sponsored 
on \\ QXR, New York City by the Eagik 
Pknc;il Co. To some 350 teachers in the 
listening area went posters representing 
the Statue of Liberty against the world, 
with the legend, "Learn History h\ Ra 
r//o." Also available for promotion is :\ 
sp((ial booklet of oii^iiiiil maps. 

AIR I"AX: Type: Transcription. 
Epiioda: "5 2. 
Time Unit: 1 "> Minutes. 

Producer: Radio Pro^ranis Dopaitnient, Ti'iie Maga- 

COMMENT: Sitidcnis ol radio picdici 
ilial in llic posl-wai period, radio and 
iis ad\(iiis(is will lake gicalci ad\an 
lagc ol ilic oj)ponnin'l ics loi cdiKation 
whi( li ilic medium |)ro\ ides. A sei ics of 
I Ins kind is a splendid 1 1 a il hia/cr. 


Matt Perry slugging it out with the Japs 
on the after deck of his ship; the breath- 
taking flood in the Johnstown Valley; 
Eddie Rickenbacker pumping bullets 
through the bellies of six German Fok- 
ker planes. Of such things is the story of 
America made. And of such things is 
Stand By, America! made. 

Problems of today give point and 
meaning to the transcribed series, and 
in Stand By, America! listeners hear 
how America solved similiar pro.blems 
in her star spangled past. Message be- 
hind each broadcast: 'Stand by America, 
and America will stand by you!" 

A five-miniUe series available for use 
in most markets as a fnst-riui, exclusive 
radio program, the feature points up the 
every-day folks who ha\e helped build 
the nation. 

How the episodes tie-in history with 
(inient problems is illustrated by these 
program titles: Luthrr BurbaJik hn- 
proces Crops relates to har\esling more 
abundant (tops for \ictory; Brother 
Jonathan C.ets the Supplies Throu(^h 
tic\s-in with the pioblem of getting sup- 
plies to the aimed fortes. 

AIR I- AX: Story is wrapped up witti a New York 
cast, is excellently produced and written. 
Type: Transcription. 
Episodes: 225. 
Time Unit: 5 minutes. 
Proditcr : Kasper-Ciordon. Inc. 

COMMENT: As radio lime ,<;{■! s less 
axailable, adx erl iscrs will ha\c lo make 
a fixcininuie series do ihe job that a 
(|uari(r hour broadtast oiuc did. Pro- 
grams of this i\|)c will make the job 
easier. CuireniK. su( h a program also 
|)(ilorins an iiualuabic warlime sei"\ ice. 




dianialic \ignclics ol the sacrifices and 
heroism of the men on balllefields are 
directed To ]]li()ni It May Concern, 
those to whom the stories are a matter 
ot concern represent every man, woman 
or child anxious to do his part in the 
battle on the homefront. 

For Avar plants on the search for \ ital- 
Iv needed workers, for organizations on 
the alert for a public relations or em- 
ployee morale vehicle, others To Whom 
It May Concern, this transcribed five- 
mintite feature is tailor-made for insti- 
tiuional advertising. Among the first to 
discover the wartime value of the series 
was the Sun Shipbuilding Co., Chester, 
Pa., over WFIL, Philadelphia, Pa. 

AIR FAX: A patriotic, dramatic series in narrative 
form, the show is built for all-audience appeal. 
Episodes: 66. 
Time Unit: 5 minutes. 
Producer: H. S. Goodman. 

COMMENT: Ad\ertisers who come out 
in a wartime dress cut from the institti- 
tional cloth find that the patriotic pat- 
tern leads the style parade. 


quiring Housewife wants to have at the 
tip of her tongtie is first-hand informa- 
tion on the meaning and importance of 
enriched bread and floiu' to her own 
family. By means of transcription, her 
local baker or miller can provide that 
material, although the answers come not 
from them but from six outstanding 
government food officials. Series was 
made available through the offices of the 
Marketing Reports Division of the Food 
Distribution Administration. 

Men in the upper intellectual strat- 
osphere give down-to-earth answers to 
an Inquiring Housewife on the place of 
enriched bread and flour in the national 
nutrition program; on the army's use 
and endorsement of enriched bread and 
flour; on the manner in which the Na- 
tional Research Council arrived at 
standards for enrichment of bread and 
flour; on the importance of enriched 

hicad in indusli iai Iceding; on its medi- 
cal benefits, and on the historical back- 
^l()und of the e\ohuion of bread and 

AIR FAX: Six interviews make up the set. Transcrip- 
tions can be used on ordinary radios with phono- 
graph attachments as well as for regular broadcast- 
ing. Interviews run four-and-a-half minutes, allow- 
ing a half minute for the local commercial message. 
Series is adapted for a sustaining educational pro- 
gram, as part of a home forum, or, for non-broadcast 
purposes, in school, factory or nutrition class. 
Type: Transcription. 
Episodes: 6. 
Time Unit: 5 minutes. 

COMMENT: Echuationvl broadcasts of 
this kind perform a valuable wartime 
service. For bakers already using radio 
time, this special series here offers them 
a chance to add variety to the listener's 
regidar radio fare. 

Human Interest 

town has one. He's the Home-Town 
Philosopher. Now he's the Home-Town 
PhilosopJier on the Air. Prepared espe- 
cially for small stations and for the small 
community advertiser on a limited 
budget, the package show provides nine 
sets of broadcasts a month. Through the 
specially prepared scripts, a local opti- 
cian, paint store proprietor, or other 
local retailer, can become a local radio 
celebrity as the Home-Town Philosopher 
through sponsorship and personal ap- 
pearance on the program. 

Scripts avoid material of a contro- 
versial nature, stress topics on the 
folksey, human-interest side. The spon- 
sor, the local announcer, and phono- 
graph records for background and musi- 
cal bridges are the whole show. Syndi- 
cated in the same way that new^spapers 
are supplied with special features, the 
quarter-hour series is available on an ex- 
clusive basis. 

AIR FAX: K. I. N. 
Type: Script. 
Time Unit: 15 minute-. 
Producer: Walter W. Cribbins Co. 
San Francisco, Calif. 

COMMENT: For the advertiser whose 
business is such that personal appear- 
ances enhance the value of his radio 
campaign, here is a series which will sim- 
plify the task of script preparation. 

JULY, 1944 



This is the businessman's own department. RADIO SHOW- 
MANSHIP invites radio advertisers to exchange results and 
reactions to radio programs for their mutual benefit. 


A SONG IS BORN "Langixdorf Unit- 
ed Bakkries have two Pacific Coast net- 
work shows at the present time. One of 
these is a half-hour wx'ekly program on 
Monday nights called A Song is Born. 
This series is designed to bring to the 
listening public, and through competi- 
tion, publication of the better songs 
written by amateur song writers. We 
also air three times weekly a half-hour 
dramatic serial, Red Ryder. 

"In addition to these network shows, 
we use for the Langendorf account an 
early morning news broadcast, a jtive- 
nile strip show, and numerous spot an- 

"W^e are the largest placers of radio 
lime on the Pacific Coast, and are firm 
believers, as are Langendorf United 
Bakeries, in the extensive use of radio 
in ad\eilising." 

Pacific Coast Advertising Co. 
San Francisco, Cal. 

AIR FAX: Sponsorship of the KQW 6:45 A.M. News 
inaugurated May 1 by Langendorf, marked an in- 
novation in the air advertising of this veteran radio 
account. Don Mozley newscasts the series. 
Sponsor: Langendorf United Bakeries. 
Agency: Pacific Coast Advertising Co., San Fran- 
cisco, Cal. 

COMMENT: Market j)tiutral ion wilh 
radio is to a large exlent deteiniined b\ 
how wide a wedge in llie total a\aiial)le 
audience the ad\cnisci cm ( ui out for 
hiinscll. A \;nic(I piogiam schedule 
makes lor ;n ca doiiiinai ion. 

Hume Fiiriiishiiiijs 


giain lealures what is desciibed as 'inusu 
\(>) liomt'-loi'ini! . h/u'iK (in\' , and llie se 


lections are usually semi-classical oi bal- 
lad t\pe, pliLs some light opera. .V short 
talk of from four to five minutes on a 
\ariety of subjects includes informatipn 
on home furnishing, new developments 
in fiuniture, and wartime restrictions on 
furniture production and sale. Usually 
some mention is made of the sponsoring 
organization, the Furniture Retailers' 
Ass'n of Southern California. 

"Advertising is of the institutional 
type, and is designed to explain the pur- 
poses of F.R.A. to the radio aiulience. 
and b\ indirect methc:)ds, to prospecti\e 
members of the Association. From time 
to time, new plans to foster increased 
retail sales of furnitiue will be explain- 
ed. Mowe\er, F.R.A., organized only last 
December, will use the series ])iimaril\ 
to gain increased prestige. 

"From time to time, F.R.A. represen- 
tatives and authorities on home furnish- 
ings are to make personal appearances. 
Listeners will be urged to trade with 
F.R.A. members, and prcjgrams stress 
the F.R.A. emblem displayed in member 
stores. Short spot annoiuucments. news- 
paj)er advert isemenls and window caicls 
publicize the program series." 

Allied Advertising Agencies 
Los Angeles, Cal. 

AIR FAX: Scripted and voiced by Bill Welsh, the 
25-minute series is scheduled for a 52-week run. 
First Broadcast: April 10. 1944. 
Broadcast Schedule: Monday, 9:05-9: iO P.M. 
Preceded By: News. 
Followed By: Music. 

Sponsor: Furniture Retailers' Ass'n of Southern Cali- 

Station: KMPC, Los Angeles, Cal. 
A:^ency: Allied Advertising Agencies. 

Rome wasn'l built in a 
s prestige. elloil 


daw Xeillui 

is whal il lakes lo achiexe llu- objeclivc 



^'^ mur fi 

imjer lip 

Who produces whotr^ 
This up-to-the-minute di- 
rectory of script and 
transcribed programs for 
local sponsors is alpha- 
betically indexed . . . 
cross-indexed by time, 
audience appeal, and 
subject matter. 



^acUa S^<uo4co^ 

Sponsor-tested programs and current re- 
leases to meet the requirements of radio 
station personnel, account executives and 
buyers of local and 
regional time. 


1004 Marquette 
Minneapolis 2, Minnesota 

Gentlemen : 

Send me my free copy of the RADIO SHOWBOOK and 
enter my subscription to RADIO SHOWMANSHIP for one 
year at $2.50. Check enclosed D. Bill me later D- 

I will want D copies of the Radio Showbook at 75 cents 
per copy. Check enclosed D- Bill me later Q. 


Address . 

City Stare 




GUST 1944 





^ Prescription for success from the Stineway Drug 
Stores, Chicago, 111 (p.258) 

^Service zooms sales for Fisher Baking Co.^ 
Salt Lake City^ Utah {p. 262) 

^ In defense of daytime serials (p.268) 

48 Tested Programs for Businessmen 


a QFRVinF 


A quick index to what others in your business field accomplish through radio. 
Articles and services in Radio Showmanship are classified by businesses here. 


Children's Wear 


Department Stores 

266, 272, 


Farm Supplies 



Hearing Aids 


262, 284 

271, 280 



273, 281, 284 

278, 282 
273, 275, 280 

282, 283 

Business PAGE 

Manufacturers 268, 275, 281 

Men's Wear 278, 284 

Merchants' Associations 260, 276, 279 

Music Stores 284 

Newspapers 274 

Photographers 276, 278 

Restaurants 277 

Theatres 264 

Transportation 277 

Women's Wear 284 




Aviation 238 

Bakeries 222, 238, 239, 249, 250 

Candies 224 

Dairies 239 

Department Stores 

226, 235, 236, 237, 244, 247 
Drug Products 240, 245 

Furriers 236, 245 



Business PAGE 

Gasolines 245 

Groceries 240 

Hardware Dealers 241 

Home Furnishings 241, 250 


230, 242, 246, 247, 248 

Men's Wear 243 

Merchants' Associations . 228, 242 

Nurseries 246 

Women's Wear 235, 243 

// you don't have the July issue, order it now! 



AUGUST 1944 

VOL. 5 No. 8 

Pub Usher 
Don Paul Nathanson 

Managing Editor 
Marie Ford 

Editorial Advisory Board 


Ralph Atlass 
Glenn Snyder 
Philip Lasky 
R()(,ER Clipp 
C. I . Hagman 
1. Harold Ryan 

Nexu York 



San Francisco 



Lorenzo Richards 

Ogden, UtaJi 
Gi,sTA\ Flexner 

j. Hudson Huefard 

Bluejield, ]'a. 
Maurice \L Chait 

Peoria, III. 
Frank J. Ryan 

Kalamazoo, Mich. 
Allen C. Knowles 

' Cleveland 

Published by Showmanship Publi- 
cations, Minneapolis 2, Minn. Sub- 
scription rate: $2.50 a year, 25c a 
copy. Address editorial correspond- 
ence to 1004 Marquette, Minneapo- 
lis 2, Minn. Tel.: Ge. 9619. 

Copyright 1944 by Showmanship 
Publications, publishers of Radio 

Prescription for Success 258 

by Abraham H. Mosenson 

Hour-long daily schedule of good 
music creates customer good will, 
writes the advertising manager of 
the Stinewav Drug Stores, Chicago, 

Pass the Bucks, Please! 260 

An RS Analysis 

Audience bids with fake money at 
auction, but it's the real thing for 
Butte, Mont., merchants. 

Give Thanks for Daily Bread 262 

by W. E. Featherstonc 

Service to Utah public and grocer 
zooms sales for the Fisher Baking 
Co., writes the president of the 
Featherstonc Advertising Agency, 
Salt Lake City, Utah. 

Stand By for News 264 

An RS Analysis 

Radio-theatre tie-up brings patrons 
late news bulletins and transcribed 
newscasts in Denver, Col. 

Retail Radio Tale 266 

by Oliver S. Grant 

Aggressive advertising is an essen- 
tial part of merchandising points out 
the superintendent of the Crews- 
Beggs Dry Goods Co., Pueblo, Col. 

AUGUST, 1944 


Soap Teams with Victory 268 

by William G. Werner TUT DTATTCDD 

Daytime radio iiilfiUs an important 1111 nrMMlMl 

wartime function says the manager x± JJ ±\U ±XU ±J ±l.vJ 

of the Consumer Information Di\i- TiTTlTfTITl 

sion of the Procter & Gamble Co. lAl [< I I 1- 

Airing the New 271 

New radio programs are ^vorth read- USEFUL IDEAS 
ing about. \o resuh figiues as yet. Gentlemen: 

We find Radio Showmanship Mai;a/int 
interesting, and it provides ns with idea 

Showmanship in Action 278 useful in our business. 

Promotions and merchandising '^'- ^- l^i^'^^^ii^ 

stunts are good ladio. ^ ' Washinoion Uholrsaln 

Washington 9, D. C. 

What the Program Did for Me 280 BIGGER AND BETTER 

Radio advertisers exchange restdts "^ir: 

and reactions to radio programs. We enjoy Radio Showmanship Maga/ine 

and find it instructive. It is also stimulating 
to more and better radio advertising. 

Tele-Casts 281 l- R. Trku 

/ rcii' Motor Com jxni 
Things are happening in television Washington 9, D. C. 
of interest to advertisers. 


Proof o' the Pudding 282 (.enilemen: 

Results are based on sales, mail, sm- 1^^^'" Showmanship Ma-a/ine is appreei 

vevs and loii" runs ''^^'^' here in the othce. and we pass it aroinu 

to various desks. We find it interesting t( 
see how other businesses cany on tluir ad 
vertising programs. 
Showmanviews 285 ' j.,^ j ^ Wai ki R 

News and views of ciu'rent script /'/rr Prcsidoit 

and transcribed leleases a\ailable Pomoua iirst Fcdoal 

loi l()(al sponsorship. .SV/<'/;/_i;s c^ Loan .Iss't 

Pomona, Cal. 


(icndenu ii: 
NEXT MOUTH Quite oltcn there are ideas in Kadk 

Snow \i ANsiMi" ol what othei a(l\ ci t isei s an 
B. LKWIS POSEN, pid)li(it\ (hicdoi ol j,,,,,^ ^jjj^i, soiuciniics we may be able l< 
I h)( lis( liiUh Kohn K.- Co.. Bahiniore. M(h ;i|)|)|\ looui own business. 
(Icpailiiiciil stoic, prcseiils llic case h)r a IIaichfr K. Scoi i 

icasonabh- appioac h io lachO. .l.sslslani Sales Matiniycr 

Clohc Oil c l\('linini^ Co 
Wichita, Ka. 


"Born for 

^Jvertrsers . . . 


• Advertisers who realize the value of 
having their own big-attraction show but 
think they can't stretch their advertising 
dollars that far . . . have good reason for 
cheers! An NBC syndicated show was 
horn just for you. 

It's your baby to have exclusive in 
your locality. Behind it is top radio talent 
plus the unmatched professional produc- 
tion facilities of NBC. Broadcast it on 

any station you like. Carry it on a limited 
budget. You can, and here's why: by 
syndication, the expenditure is divided 
among many non-competing advertisers 
in varied markets throughout the coun- 
try. (And you have a show that would 
be far too costly if produced for one local 
advertiser. ) 

Just to give you some indication of the 
high-caliber of NBC recorded shows . . . 

Beiiy and Bob —"Ordinary folk who lead extraordinary lives"— engrossing, 
human interest serial drama. 390 quarter-hours for 5-a-week broadcasts. 
Stand by for Advenf ore — Exciting happenings in far places, among strange 
people— told by a South American scientist, a retired Armv officer, a news- 
paperman, and a New England merchant skipper. 52 quarter-hour programs. 
Modern Romances— True stories of real people, dramatized from the grippingly 
human pages of one of today's fastest selling magazines. Modern Romances. 
156 quarter-hours, each a complete story. 

The Name You Will Remember— William Lang's brilliant word portraits of 
famous notables in the news. 260 five-minute shows for 3- or 5-a-week broadcasts. 
Through the Sports Glass— Sam Hayes, ace sportscaster, recounts thrilling 
moments in sports history. 52 quarter-hours. 

These and many other famous NBC Recorded Programs are now available. 
They cover the tops in all types of radio entertainment. Five minutes to half- 
hour. Once-a-week to five-a-week. All include strong merchandising features 
and effective publicity portfolios. Write direct or call your local radio station 
for complete information and audition records. 


A Service of Radio 
Corporation of America 


RCA Bldg., Radio City, New York, N.Y. . . . Merchandise Mart, Chicago, III. 
Trans-Lux Bldg., Washington, D. C. . . . Sunset and Vine, Hollywood, Co/. 


♦ - ♦ 

for Success! 

• (Below) . . . Cause for celebratioi ai 
WIND, Gary-Chicago, was the 1,000th „• 
secutive airing of the STINEWAY Dl G 
STORES Symphonic Hour. Program dir ot 
Fred Willson (right) and music director ba 
Jane Chapman, listen as annotator / ji, 
Earle rehearses. 

• (Right) . . . Rec- 
ord to which Abra- 
ham H. Mosenson 
may point with pride: 
18 years as an adver- 
tising manager in the 
drug field. 

9 (Above) . . . Only semi-specific use o hf 
program was semi-institutional, tied-in 
the Until the Doctor Comes theme. 

RADIO'S (oiili ilnition lo llic ciillinal 
life is dramatically illustrated by 
the more than one thousand perform- 
ances ol the Slincxvdy Syjii phonic Hour, 
a piogiam dedicated to the presentation 
oi the world's finest nuisic on record. 
I housands ol letters received from well- 
pleased, longtime listeners are proof of 
the l;ut that this every-night-in-the-week 
hoin ol miisi( heard o\'er WIND, Ciar\ 
( d 1 i ( a l; o , has h ( • ( • n h e a i ( I in homes 

throus^Jioul the C^hica^oland listening 
area. For the statistically minded, com- 
pletion of the one thousandth perform- 
ance of the Slijieway SympJionic Hoin 
represented more than 38 lidl 24-h()ur 
days of the world's finest nuisic from 
Cihicago's only 2 1-hour-per-day station! 
SiiNKWAY Dric; Sroi^i s uses radio not 
as a sales medium for its (Miicago, 111., 
(ha in of 21 locally owned drug stores, 
l)ui as an institutional good will builder. 

Hour-Long Daily Schedule of Good f^usic Creates Customer Good Will Galore 
by ABRAHAM H. MOSENSON, adv. mgr., Stineway Drug Stores, Chicago, Hi 



Il \\a.s in Aui^usl, 1911, llial Henry A. 
Stinc, president; Max A. Sline, vice 
president and treasurer; Milton D. Fein- 
berg, assistant treasiner, and myself 
^veni into a huddle, and decided that the 
Stineway Syjn phonic Hour would be a 
splendid institutional vehicle for our 
self-advertised slogan, "Chicago's Finest 
Drug Stores," Proof of the fact that this 
series does sell the Stineway Stores 
over-all is that August 18 will mark the 
completion of three years of continuous 

JTL\EWA\ Dri G Stores feattues no spe- 
cials on the air. Commercial copy is gen- 
eralized. Examples: 

(Fountain) . . . "Stop at your near- 
by Stineway Drug Store tomorroiu 
for a tasty breakfast with a refresh- 
ing cup of coffee, or a Jiome-cooked, 
appetizing luncheon or supper." 


"Here's a recipe for refreshment: 
first, you take a very tired, over- 
luorked person . . . you place him in 
a nearby Stineway Drug Store . . . 
you say the magic words to the 
Stineway man . . . and immediately 
that tired person relaxes and enjoys 
a cool, delicious drink of BUT- 


")V,s, it's (crtainly refreshing at the 
close of a hard day's work, to just sit 
back and relax to the strains of 
good music. . . . And for another 
great refresher, during these ivarm 
days, try an orangeade, served in a 
restful and delightfully air-condi- 
tioned Stineway Drug Store." 

Ihe same approach is used in regard to 
the prescription department. 

"Stineway's for Accurately Com- 
pounded Prescriptions . . . has be- 
come a by-word with Chicago peo- 
ple. But the integrity of Stineway 
Drug Stores is not confined to the 
prescription departments alone . . . 
the public has learned to depend 

upon llicin j<>) hii^hcsl (jiialily iiicv- 
( hafidisr in all defjarl ments." 

Onh semi-specific use of the program 
was semi-institutional in nature, which 
tied-in with special store counter dis- 
plays featuring this theme: "Until the 
Do(tor Comes . . . get these Essential 
Supplies." The copy ran something 
along these lines: "The pharmacist in 
your nearby Stineway Drug Store xvill 
be glad to help you select the home rem- 
edies and frst aid supplies every house- 
hold should Juwe . . . and remember . . . 
when your prescription is filled at Stine- 
way' s, it is (orrect in every detail." 

/It no time is copy used which will pro- 
duce a tangible sales check-up, such as a 
specific tooth-paste at a special price. 
No specials of any kind are ever fea- 
ttned. The entire purpose of the series 
is to perform an institutional over-all 
selling job for Stinew^ay's. 

However, an institutional campaign 
deserves the saine type of aggressive 
merchandising support that is given to a 
selling campaign, and this WIND radio 
series is coordinated with all other Stine- 
way advertising activities. 

Familiarly knoiun in the trade as 
"Mose" adman Abraham H. Mosen- 
son sharpened the tools of his trade 
at Medill School of Journalism, 
then made a bee-line for field work 
in advertising and sales promotion. 
His record to date includes six 
years merchandising experience in 
the department store field; ten years 
as advertising manager of Wal- 
green' s Drug Stores, Chicago Divi- 
sion, and eight years as advertising 
manager for Stineway Drug Stores. 

Born in Chicago, he is now father 
to three children who also claim the 
IVindy City as their native haunt. 
Having just reached the age at 
which life begins, "Mose" restricts 
his physical activities to golfing. 
Favorite diversion: listening to the 
radio, with emphasis on symphonic 

AUGUST, 1944 


Each iiioiuh 27;"), ()()() copies ol pro- 
gram listings arc printed for clistribii"- 
tion to interested Symplionir Hour lis- 
teners through the Stineway chug stores 
counters, and through the mails in re- 
sponse to recjuests for them. Special dis- 
tribution is made at the Chicago Pidjlic 
Library, and at \arious other points ot 
listener interest such as the Cable Piano 

Currently, the program is advertised 
every Sunday, with paid space, in the 
Chicago Su}}, on the radio page. E\'ery 
metropolitan Chicago newspaper carries 
the Symplionic Hour 10:05-1 1 :()() P.M. 
listings, and most of them rini this j)ro- 
gram in their Highlights for Today's 
Listening type of cohnuns. Of comse, 
VV^IND also cooperates in e\ery way pos- 
sible in ilie piomotion of the series. 

While some achertisers ignore classi- 
cal music on the grounds that its appeal 
is too limited, Stixeway's are sufficiently 
sold on this type of program to use not 
one, but two such offerings. In addition 
to this daily WIND feature, we also 
have a half-hour every-week-day morn- 
ing Musical Clock series on AVCFL 
^vhich features semi and classical music 
fiom 7:15 to 7:45 A.M. 


ass tl 

9 (Above) . . . Four models from each . 
parel store set the Butte, Mont., style para 

9 (Right) . . . What price good will? A 
tioneer Razer proves there's no ceiling on it 
the KGIR Festival and Million Dollar Aucti, 

i\\i) oin (()n\i(ti(^ns aic l)ased nol on 
theory but on fact. .\t one time we made 
a pri\'ate Stineway radio sin\e\ coinci- 
(l(i)l;il wi'li tlic jjrogiani airing. One 
iliousaiid names Avere selected at ran- 
dom honi the telephone book, and it 
was sign i(i( ant that Siinewa^' was dcfi- 
nitrly identified as the sf)onsor in many 
cases. In other instances, the identifica- 
tion was made as "drug store" and 
"druggist," and it is cjuitc possible that 
those wlio chd not make positise iden- 
liJication wcic new to the listening audi- 
ence. Comments were excellent, and on 
ilic siiciigth of this surxev, the contiact 
lot I Ik scries w ;is renewed. 

I iieie is no cjuesiion in oni mind bin 
iliiii (Ins piogiam has c oiiiributed mncli 
lo t he |)resi i<.;e ol Sum w a^ Dki (, Si ok is. 
and we led lliiM ii series ol this t \ pe is 
an excelleiii inediiiin lor insi il ill ion;i I 
pi OHIO! ion in i lie di iig lield. 

m^ ./// for one, and one jOt all is as true 
lo)- ladio achertising as il is for the dem 
odatic way of life itself. When one sin 
gle adxerliser produces a radio cam 
jjaign that is oiitstandingK siucessliil. 
others who use broadcast time- on (hat 
same station proht Irom a rellected shai'e 
of prestige. What has established radio 
with the listening audience has been the 
combined eHorts of all stations and all 
achc'itisers. and it has been iniiti!;ill\ 
profitable for exciAone. 

Not main ;id\eitiseis have deliberate- 
I\ set out on a sh.ire-and-share-;ilike 
campaign ol radio achertising, but it 
\v;is put into actual piactice l)\ 51 K(.1R 
achertisers in Butte, .Mont, llie Sf))nii^ 
/■'eslieal and Million Dollar Aiution rep 
resented ilie combined efforts of afmosi 
;ill legiilai K(.l R achertisers. 

® As a resiill. llie whole town ;ind its 
en\ irons iiiined out lor a <'ala exening 





jcks, Please! 

iudience Bids with Fake Money at 
iuction But It's the Real Thing 
or Merchants in Butte, Montana 

at the Masonic Temple Ballroom, and 
some ■^, ()()() shared in the Spring Festival 
(Old Million Dollar Auction. 

1 hat standing-room-only-audience was 
a graphic example of the effectiveness 
of showmanship, planned and executed 
to reach the greatest possible number of 
people in the KGIR listening area. 

For an entire month, every local mer- 
chant advertising with KGIR gave i^og?/^ 
Bucks with each purchase, and for each 
one dollar purchase, the customer re- 
ceived ten dollars in phoney rnoney. 
Printed in denominations of one, ten 
and fifty dollar bills, each of the Bogus 
Bucks listed on the re\'erse side the 
names of the 51 cooperative advertisers. 
Available only to regular KGIR adver- 
tisers, the Bogus Bu(ks cost each mer- 
chant one dollar per 10,000 dollars. 

• Display cards 11 x 14 were placed in 
store windows, explaining the event in 

detail. Advertisers called attention to 
their participation in the /''rslival with 
nearly everv KGIR aiuioinu cineiil. 

While the j)ul)li( hoarded its bogus 
monev loi the big leslival, adv c» i isers 
weie erecting booths and carin'val dis- 
plays. Such a display as that execiUed 
for Emil Marans' ready-to-wear store-, 
which included a mountain stream, real- 
istic to the point of running water, live 
flowers and shrubs, gave the hall a carni- 
val atmosphere. 

When the show started at 8:00 P.M., 
there was a 6-piece nuisical ensemble on 
the stage, and the hall was jam-packed 
with those anxious to see the fashion 
show which led off the evening. With 
S. John Schile, network sales manager, 
as emcee, and KGIR staff announcer 
June Lett to handle the style commen- 
tary, all apparel merchants participated 
in this phase of the entertainment. Each 
garment was sponsor identified, and 
each merchant was represented by four 

\\'hen the curtain was rung down on 
the last act of the style show, the Mil- 
lion Dollar Auction began. Every local 
advertiser donated one or more gifts val- 
ued at ten dollars or more, each. A Boze- 
man cattle auctioneer was imported for 
the event, and with members of the audi- 
ence clutching their wads of Bogus 
Bucks, he set out to auction off fur 
scarfs, ladies' suits, cases of beer, boxes 
of coffee, baskets of groceries, live chicks, 
and siuidry other things. 

# A\'hile bidding was, as usual, very re- 
served at first, inflation set in shortlv, 
and at that point, bidders were offering 
and buying a sport coat at $3,700. With 
over 100 items to be auctioned off there 
was plenty of excitement, not the least 
of which was the sale of a barrel of pea- 
nuts donated by the Pay N Save Super 
Market at one dollar per handfid. 

Here in a nutshell is the story of an 
inexpensive promotion which kept audi- 
ences on their toes for weeks. And it 
serves to illustrate the important part 
that local programming and local show- 
manship can plav in increasing the radio 

AUGUST, 1944 


wive Thanks for Daily Bread 

Service to Utah Public and Grocer 
Zooms Sales for Fisher Baking Co. 

• Jolly good fellows are (seated, left to ri: 
George Wood, president, UTAH WHC 
president, FISHER BAKING CO; ( stana 
left to right) W. E. Featherstone, presic 
CY, and George Snell, KDYL production r 

RADIO has always been an imponani 
factor in our use of advertising for 
the FisHKR Baking Co., Salt Lake City. 
Utah. As one of the most consistent radio 
users in this part of the country, the 
Fisher Baking Co. has used radio for 20 
years, both as a direct sales medium and 
as a good will builder, with exccUenl re- 
sults. Radio advertising has certainly 
paid off for the Fishkr Baking Co. 

With the coming of war, we realized that new methods and dillercni approaches 
were necessary; if bakery products were to continue to be advertised, they would 
have to be presented in a manner that would simidtaneously promote the war ef- 
fort. Therefore we formed the j)lan of jiromoting the distributor of our product, 
the grocer. To tell his important story in waitime, wx' decided, woidd perform a 
twofold jnnposc. First, it woidd ser\e a very vital and necessary fiuiction in assist- 
ing the grocer to do a better job of conmumity service. Second, it woidd gain good 
will for our products with the public and with the distributor as well. 

T he outgrowth of this plan was our series of 15-minute programs which ^^JQ placed 
on KDYL, under the title Musical Memories. Before laimching the series, we pre- 
pared an exhaustive study of the needs of our grocers, and through talks with the 
Rktail C»f<o(;i:rs Ass'n, secured their wholehearted (ooperation. We loiuid that at 
the time our camjxiign began, the grocers of this area were faced with acute man- 
|)ower problems. Fhey were in the midst of rationing problems; they were work- 
ing ()\(i lime lo supply theii ( iistonurs. and I hey were also helping the goxcrnment 
in lis j>i()giani ol salvaging lals and tin (ans. 

Ail ol these \iial problems (onid not be soixcd without the cooperation ol the 

pid)lic. (Conceiving that ra- 

by DON. H. FISHFR, president, and HENRV 
T. f\\F\GS, general manager, Fisher Baking Co. 

dio would do the best and 
most elfec tive job, since ra- 
dio icadies the widest pos- 
sible public audience, we 



hit upon the plan ol turning over to the 
grocer an entire program; oi presenting 
Musical Memories as a leature oi the 
grocers themselves, not of the Fishi.r 
Baking Co. 

In order to tell this wartime story, we 
prepared a Victory Bulletin Board as a 
•J-minute insert on the program, during 
which the latest official ration news is 
given, and other pertinent facts which 
the grocers of Utah wished to publicize. 

With these plans fully formulated, we 
then selected the type of music which 
would please the largest audience, and 
our choice was old familiar melodies, in 
instrumental and vocal arrangements, 
heralded by a lovely theme, Memory 

The PisHER Baking Co. launched the 
series of Musical Memories over one 
year ago, Sunday nights at 9:30, on 
KDYL, with the now well-known open- 
ing phrase, "Your grocer presents Musi- 
cal Memories." The program today has 
built a substantial following of interest- 
ed listeners, who are guided by the of- 
ficial news of rationing, point values, 
and salvage news on the Victory Bulletin 
Board, and who have attested by many 
letters their approval of the old favorites 
played as the memory songs on each 

JiNCK inaugtnating this good will fea- 
ture, we have also had many expressions 
of gratitude from the grocers carrying 
FisHKR Bakery products, and we have 
felt that our use of the mediimi of radio, 
in this cooperative way, has been ex- 
tremely beneficial to Fishkr Baking Co., 
exclusive bakers of Fisher's enriched 
white bread. Sales continue to soar, and 
the institutional advertising which is in- 
corporated indirectly into the program 
has done much to increase the whole- 
hearted ptiblic acceptance of otir prod- 

It is my firm opinion that this type of 
radio campaign at this particular time 
and during the war's duration is one of 
the most successful ways of promoting 
not only good will, but sales. This kind 
of campaign is sJnnvmanship at its best. 

(he kind of showmanshij) (hat benefits 
ihe publi(, the middleman, and the 
nianulac tiner all in the highcsl degree. 

^ p 


Oivner and founder of the Feath- 
erstone - Advertising Agency, Salt 
Lake City, Utah., W. E. Featherstone 
was born just at the turn of the cen- 
tury in Evansxnlle, Ind., arid came 
to the city of the great Salt Lake in 

Hobbies: to attend football games 
when he can find time. Summertime 
enthusiasm is to eat out-of-doors, 
and adman Featherstone is no ??iean 
cook when it comes to charcoal 
l)roiling a steak, rationing permit- 
ting. Not one to limit himself to 
one string to Jiis bow, lie likes boivl- 
i7}g (but doesn't daim any great 
proficiency at it), is Jiappiest with 
his nose in a {)ook; tries his Jiand at 
playing "Boogie Woogie" at the 
piano, and is enthusiastic about tak- 
ing colored movies. When he can 
get his hands on an old gun lie 
keeps on the job until its cleaned 
and polished, lock, stock and barrel. 
(Greatest interest outside business: 
Lion's Club activities. 

With over 20 years experience in 
selling both nexuspaper and radio 
advertising, lie is convinced that 
every ad should sell something. A 
champion of the powers of radio, he 
has planned and executed countless 
successful radio campaigns, is him- 
self a radio fan. Evidence of his sin- 
cerity: tJiere's a radio in every room 
in his home; ditto for his car and 
outside in the yard. 

AUGUST, 1 944 


Radio-Theatre Tie-Up Brings -^bVis\v 

Patrons Late News Bulletins .,ud ^^^^''''^!^^K ^^"^^^^ 

Stand By 

for News 




0^ ''""d i* '"it's ^''l 

Nexus tie-up between radu 
station and theatre eoi 
poration was inaugurated 
through the eombined e 
forts of KOA general man- 
ager James Mac Ph^^rson, 
and Harry Huffman, Den- 
x>er city manager of tJie Fox 
In ter- Mountain Am use- 
men t Corp. Listeners can 
get an e-i>ening of oiter- 
tai)iment loithout missing 
the latest war nexus. 






AUGUST, 1944 


Aggressive Advertising Part of 
Merchandising to Sell Retailers , 


•A V^ 

Oliver S- Grant 

9 Crk\vs-Bkggs Dry Goods Co. is ihc largest department store in 
Southern (Colorado. Its dominant position has been built and main- 
tained not only by aggressive merchandising and service, but by ag- 
gressive advertising. We are heavy users ol disj^lay space, and ha\e 
been consistent radio advertisers lor many years. Dining the past two 
years, radio has steadily increased in importance to us. both lor the 
divert sellino; of mryi handisc and the hiiildiniy of good will (Did pres- 

During the earlier years ol oin- experience with ladio. we gave it 
very little thought. We ran a great many spot annoiuicements, for 
which copy was prepared very much like newspaper copy; in lact, 
much of it was taken in large part from our display ads. Some two 
years ago, the management of KGHF convinced us that there were 
untapjied possibilities for us in radio advertising. Arrangements were 
made for more carefid attention to this phase of our ])ublicitv, and 
residts have increased materially. 

Spot announcements have from the first been a good part of oiu 
radio activity, and still are. W^e use five announcements daily, the same 
copy being used all li\e times, but not re})eated on other days. Only 
one item is used in an announcement, and we find that this j^romotion 
of single items brings excclleiu lesults. 

We ha\e used many types of pro- 
grams from time to time in the 
past, l)ut in this artide I shall de- 
sciibe onh such programs as we 
ha\t' sj)()ns()H'd during the past iavo 


:...■- : ..^^■...^.^ ^^MmM I- ., „ . ._ _., 

ii itjiiLtLtiiiyimkky 


Largest department store in South- 
ern Colorndo is the CREWS- 
Pueblo, Col. Aggressive merchan- 
dising plus aggressive advertising 
tell the story. Radio is used both 
for selling merchandise and build- 
ing good will for the firm. 




I OLIVER 5. GRANT, superintendent, 
ews-Beggs Dry Goods Co,, Pueblo, Coi 

In the summer of 1942, we sponsored 
in Pueblo the summer schedule of 
Gang Blisters over the Blue Network 
and KGHF. We realized that this pro- 
gram had a large 
following, and was 
an ideal medium 
for our Men's 
Store. Results more 
than justified our 
expectations, but 
of course the pro- 
gram was available 
for local sponsor- 
ship only during 
the summer season. 
Later, we sponsor- 
ed Counter Spy, 
another Blue Net- 
work program 

which was then available for local spon- 
sorship in our territory. The program 
proved to have a large audience, and 
the time, 7:00 P. M., Monday evening, 
was ideal. 

® Our experience has convinced us that 
local sponsorship of a high calibre net- 
work program is highly profitable, so 
when we were offered sponsorship of a 
newscast on the same basis, we accepted 
it. Our connnentators are Jose Rodri- 
guez and Sidney Sutherland. The pro- 
gram runs from 12:00 to 12:15 noon, 
Monday through Friday. These men 
have done a good job for us. We are ad- 
vised that Walter Kiernan is soon to 
take over the spot, and we have sufficient 
confidence in the judgment of the Blue 
Nkiwork's program (lepartment to give 

Ira K. Young, V. P. 
General Manager 

Kiernan' s Corner a trial. W^e haven't 
missed yet, and I believe this will be 
no exception! 

It is obvious that a program of this 
nature has (crtain advantages. Because 
it appears at the same time five days a 
week, it builds audience. Equally im- 
portant is the fact that it provides 
enough time to do a thorough selling 
jol). We are fortunate in having avail- 
able from KGHF a thoroughly experi- 
enced and competent radio man who is 
also experienced as a merchant. 

# Copy for each newscast is built 
around a central theme, which is carried 
throughout all three commercials. If the 
theme is home sewing, we tell about new 
materials that have arrived, and suggest 
uses for them. We may tie-in neckwear, 
notions, patterns; anything so long as 
the theme is maintained. 

Radio, we have found, is the nearest 
thing to personal selling, and the same 
principles apply. Commercials for our 
newscast are written conversationallv, 
with no high-pressure selling, no fancy 
writing. We try to find things people 
want to hear about, and tell them. The 
fact that we want to sell an item is not 
enough. We must find a reason why the 
listener would want to hear abotit it. 
1 he reason may be that it is new, it is 
timely, it is an excellent value, or it 
may be an item for which our customers 
have been waiting. 

In addition to announcements and the 
noon newscast, we are sponsoring on 
KGHF a series of transcribed programs 
produced for and abotit the American 
Red CJross. The program runs once a 
week, Friday evenings at 7:00. No com- 
mercial copy is run, and the program is 
s]:)onsored as a community service and 
for good will. 

It is significant that our department 
managers and sales people, after they 
have given radio a fair trial, are highly 
enthusiastic. Ihe results are easily rec- 
ognizable, immediate, and likely to last 
for several days. I think it may well con- 
tinue to increase in importance in om^ 
advertising scheme. 

AUGUST, 1944 


by WM. 6. WERNER, of Procter S Gamble Co,, Cmcmnati, 0. 

Daytime radio fulfills a most important func- 
tion in wartime education, has become an in- 
strument of public information and inspiration, 
points out the manager of the Consumer In- 
formation Division of the Procter Sc Gamble Co. 

WHENEVER we consider radio 
Ironi a standpoint of its success or 
laiiuic, wc have to keep in mind its 
programming, for programming is, of 
course, the life of radio. And when we 
consider radio's programming, we have 
to keep constantly in mind one impor- 
tant princij:)lc: thai this programming is 
a product of public demand. Progiams 
are as they are today because people 
want them that way. Piograms stay on 
I lie ail ()\ci a jjci iod ol lime because the 
pul)h"( ill largest numbers waiil them 

Obviously, the broadcaster's job then 
is to create a program tliat is luaiilrd. 
And in the determination ol what pro- 
grams arc wanted, radio is (•(|uij)])((l to 
a lai more (onij)l(l(' and lliorougli and 
accurate degree than is any other inlor- 
mation-dissem ina t i ng medium with 
technic|ues uj:)on which to base lis ccli 
torial |)olic ic's (j)rooi annnini^) . 

Radio lo(Ia\ makes use ol scxcral 

kinds of continuous, coimtry- 
wide research facilities which 
])lace before the man Avho is re- 
sponsible for a radio program, 
]3eriodic reports on the si/e, 
character, geographic location, 
rrec|uency and completeness of 
his radio listening audience, 
lliis process acts as a constant 
check on the policy of radio 
editing; and through it broadcasters 
can tell pretty cpiickly and acciuately, 
to use the expression of the playwright, 
James Barrie, whether a program is go- 
ing to "Peter out or Pfui out." 

lli:c;c)(;i\rnc)\ ol these tAvo facts, 

—that lodax's radio piograms are. 
by and large, \vhat the j)ul)lic de- 
mands; and. 

—that com in nous research keeps 
programs in line with the increas- 
ing discrimination in that de- 

is not as ^viclesJ)reacl as it should be. 
Main |)eople. in and out ol editorial 
ollicc's, destine I i\c'l\ critic i/e radio for 
certain j)rc)grams, when the fact is, if 
criticism is cleserxed, it should be in the 
loini of criticism of the public, designed 
lo guide and improxc its listening taste; 
because it is ihc |)ul)lic \\hich demands 

lIicsc progianis, and gets iheni because it 
I dciTiaiuls iheni. 

I am not taking tiie position tliat a 
program is justifiable simply because a 
i certain share ol bsteners may seem to 
I like it. Neither am I maintaining that 
i radio's notable achievements in develop- 
! iiig and satisfying a desire ior l)etter 
and better programs cainiot be out-dis- 
tanced as time goes on. HiU if this amaz- 
ing mechum is to hve and grow, it nuist 
try to satisfy not a class or a group, but 
litcraUy nuny /; o dy . 

Most inteUigent broadcasters pay a lot 
of attention to this group called "every- 
body;" they have faith in the broad 
American public. 7 hey believe that the 
jjublic in greatest numbers has simple 
tastes, is decent and right-thinking; that 
radio programs are most likely to build 
large, loyal audiences to the extent that 
they please and do not offend this de- 
cent, right-thinking public; and that, 
therefore, programs are likely to be suc- 
cessful and pay out best over the long 
run when they have in them, above all, 
the ingredients for keeping them "/// 
good public standing." 

Ihere is wisdom in keeping a pro- 
gram "/;/ good public standing," and we 
in our company have thotight about it 
since away back in 192.^ wlien the fhst 
.S-station network carried the fhst Criscx) 
cooking lecture. We consider it constant- 
ly as our No. 1 rule in creating, editing 
and produc ing oiu" programs. 

IhI'.ri'. are several ways in which we 
ap])raise the pid:)]ic standing of a radio 
program. Such a standing, of course, 
may l^e evidenced by a practical non- 
existence of critical mail and by a farge 
volume of sincerely favorable mail from 
listeners. Most broadcasters use as one 
important measure of audience opin- 
ions, an analysis of mail comments. 

Secondly, the pul^lic standing of a 
program may be cletermined by periodic 
surveys which dig deeper than polls of 

listening habits. When, for example, a 
survey of this kind reports that some of 
the popular daytime serials seem to 
bring their housewife-listeners a release, 
a diversion that seems to Ijuild them up, 
and that helps them solve the probleiiis 
of everyday lives, we may feel that here 
is evidence of this very important char- 
acteristic of "good public standing" in 
radio programs. 

Lastly, "good public standing" may f)e 
evidenced by the recognition (you might 
call it professional recognition) which 
comes from those of competent skills 
and talents who carefully study radio 
programs in the same way that creative 
work in drama, music and other fields 
is criticized and evaluated. Stich profes- 
sional recognition of the "good public 
standing" of radio programs designed 
primarily for the woman atidience is 
evidenced, for example, when Hendrick 
W^illem Van Lcjon characterized the 
scripts of the Vic and Sade program as 
"the finest piece of folk writing in Amer- 
ica today." 

As a result of the efforts of broadcasters 
to keep their programs in line with \n\h- 
lic demand and in good public stand- 
ing, a popular program like Ma Perkins 
or Pepper Young's Family, for example, 
prol^ably reaches an audience of well 
over seven million homes in the course 
of the average month. 

Obviously, a medium of entertain- 
ment that holds the attention of such 
enormous audiences must rank as one 
of tlie prime pufjlic-in formation medi- 
ums to help our government in war- 
time; and because radio is almost in- 
variably listened to in the home, it ful- 
fills its most important function in war- 
time education when it is used to tell 
those in the home of the many ways in 
which they can serve in the home. 

Because the intelligent, systematic co- 
operation of housewives is so important 
to such vital wartime projects, it is not 
surprising that daytime radio programs, 

with their predominantly housewife 
audience, should be drawn upon tor an 
increasing share of the war-education 
effort. In fact, with women particularly, 
daytime radio has become an instrument 
of public information and inspiration, 
a sort of news bulletin, if you wall, 
through which the United States Gov- 
ernment tells housewives things that 
they should know about the war, and 
the many ways in which they can help. 

To illustrate how this news bulletin- 
ing is coordinated, let us take the exam- 
ple of a single broadcaster. Procter & 
Gamble, like other radio sponsors, co- 
operates under a schedule prepared by 
the Office of War Information. Follow- 

a (5^^ 



I n k on i h e 
school diploma 
was hardly dry 
IV J} e n \M i 1 1 i a m 
G. Werner first 
joined the Proc- 
t e r <f G a rn b I e 
family, and only 
10 hen he took 
lime outforsen'- 
i r e i n W or I d 
War I ha s h e 
ever been more than a s to tie's throw 
jrom his Procter & (ramble desk. 

What first aronsed his interest in 
radio was the pioneer efforts of Cin- 
cinnati stations, and he himself took 
part in local programs during those 
back-when days. Time passed, and 
in 1942, as manager of the advertis- 
ing division, he was in charge of a 
large number of programs produced 
by Procter 6- (jamble advertising 

With reason the fntn made hnn 
manager of its newly organized di- 
vision of consumer information, sii- 
pennsing public relations and con- 
sninc) info) nialion , set up in I ^^12. 
What he has lo his (rcdil: Ixxod 
mriiil/oship in sik h oYganizations 
as the Citizens' Planning Assn.: 
C.iiK iniiati Symphony Ore hestra, 
and the Ciiu innati Assn for the 
Weljare joy the lUnid. 

ing this schedule, we broadcast as part 
of our regidar coast-to-coast programs, 
information bulletins covering certain 
drives assigned to us from among more 
than 70 public-interest catises such as 
War Bonds, Paper Salvage, \\'AC.S. 
WAVES, and Paper Salvage. 

In addition, we schedule radio bid- 
letins to support the two additional war- 
time supporting causes which the soap 
industry is sponsoring: the program, of 
fat sahage, and that of soap conser\'a- 

Most of these messages ha\'e been in 
the form of bulletins, but often, too, 
they are worked right into the plot-ac- 
tion of the show^ itself. In total, during 
the past few months, o\er oiu' several 
PROcrER R: Gamble coast-to-coast pro- 
grams, we have broadcast these public- 
interest bulletins at the rate of aboiu 65 
a week, or around 3,500 a year. They 
have reached a listening audience con- 
servatively estimated of 25 million 

This is just one example ol one ad- 
vertiser, in one industry, to illustrate 
how radio, in wartime (and, because of 
its wide appeal to women, daytime radio 
j)articularlv) , is not only an amirser and 
entertainer of the millions, bin a news 
bulletin of })ul)lic-interest causes fidly 
in the spirit of a free people \\'\{\\ the 
broad public demands and tlie (oiumon 
good in mind. 

Radio is a war tool and a public-edu- 
cation medium of first rank, but radio 
nuist appeal to and hold the largest pos- 
sible listening aiulience if it is lo work 
bettei- for our (ouiUry. W'e, peisonally, 
max like opera, or certain singers, or 
l)ands, or stories, or comedians, or da\- 
time serials, i)ul we can't force people 
to h'ke a certain kind of program, e\cn 
om oAvn pic leiic'd kind. And Ave can't 
\<>y((' them lo listen. Rach'o nuisl gi\e 
|)(()j)lc (he Ix'si j)i()giain it can produce, 
or I he l)r()ad kinds which people want, 
or ilu'N just don't tune in. After all, to 
keej) I he hui^esi iininl)er of radio audi- 
(iKc limed in, h'siening lo eiUertain- 
meni. insiriK i ion. news, or Avhatever 
will j)l{ase. amuse oi di\(rl, is liie true 
warlime huHiion ol ladio. 




New radio programs worth reading 
about. No result figures as yet. 


CLEM LANE While the cub reporter in 
the news room may quake when the city 
editor speaks, Chicagoland listeners set- 
tle down for a quiet chuckle or two 
when Cle?n Lane, city editor of the Chi- 
cago Daily A^eios, sits down at the micro- 
phone for the Atlas Brewing Co. For 
15 minutes they live the life of one Oxie 
O'Rourke, curbstone commentator, hu- 
morist and philosopher, a Clem Lane 

Commercials in the same vein spot the 
opening and closing minutes, with a 
center continuity to break the patter. 

Even Mr. Webster, the big dictionary man, 
hasn't words enough in his book to portray the 
golden-goodness of Atlas Prager Beer. It's simply 
taste-elatin', thirst-abatin', flavoratin' . . . the best 
beer in tonn! Have some right now. It's great with 
a snack, it's great by itself. Fill your glass and 
thrill your taste with Atlas Prager . . . GOT it? 
Atlas Prager . . . GET it! 

Repetition of the phrase, "Atlas 
Prager . . . (\Or it? Atlas Prager . . . 
(jET it!" provides the punch line for 
su((essive i)roadcasts. 

AIR FAX: First Broadcast: May 5, 1944. 
Broadcast Schedule: Friday, 9:00-9:15 P.M. 
Preceded By: Coronet Story Teller. 
Followed By: Top of the Evening. 
Sponsor: Atlas Brewing Co. 
Station: WENR, Chicago, 111. 
Power: 50,000 watts. 
Population: 3,440,420. 
Agency: Arthur Meyerhoff 8C Co. 

COMMENT: Repetition of key phrases 
in all commercial copy is one excellent 
method bv which the advertiser creates 

an indelible impression on the listener's 
mind. More than one business success 
has been built on just that. 


LAZY LISTENIN' For most people 
10:30 P.M. is a lazy, relaxing kind of 
time. To add a bottle of Lazy-Aged Old 
Crown Beer & Ale to that pre-bedtime 
moment of relaxation, the Centlivre 
Brewing Corp., Fort Wavne, Ind., took 
to WOWO. 

Drawling-tongued announcer Art 
Lewis, rolling his "I's" over a lazy-sound- 
ing phrase, ''Lazy-Aged;" in the shadow- 
ed, musical background, the music of 
Guy Fitzimmons and his 11 -piece or- 
chestra; against this musical l)ackdrop, 
the songs of today and yesterday sung 
in languorous tones by Marianne Young 
and the comely Three Shades; a genial 
host, Jim Westover, to weave a relaxing 
tale or two. Put all these ''Lazy-Aged" 
elements together and you have Lazy 

One big item breaks the quiet, lazy 
atmosphere of Lazy Listenin' , and that's 
the merchandising behind the campaign. 
Comments account executive Lou West- 
heimer, of the Westheimer Adv. Agcy.: 
"This campaign has reached network 
proportions." But unlike Topsy, who 
"just greiu" what established this series 
with a wide listening audience in jig- 
time was the merchandising campaign 
behind it. 

Feature is recorded from WOWO's 
live talent broadcast, then sent for re- 
broadcast to WTOL, Toledo, O.; 
WLBC, Indianapolis, Ind.; WTRC, Elk- 
hart, Ind.; WLBC, Muncie, Ind.; 
WHBU, Anderson, Ind.; WASK, Lafay- 
ette, Ind.; WKMO, Kokomo, Ind., and 
WKBV, Richmond, Ind. To each sta- 
tion goes special publicity kits covering 
suggested pre-announcements, news re- 
leases, and newspaper ads. Weekly re- 
leases to newspapers in the areas cover- 
ed also swell the listening audience. 

air FAX: First Broadcast: May 8, 1944. 

Broadcast Schedule: M-W-F, 10:30-11:00 P.M. 
Preceded By: Henry J. Taylor. 
Followed By: Richman Brothers News. 

AUGUST, 1944 


Station: WOWO. Fort Wayne, Ind.. others. 

Power: 10,000 watts. 

Population: 125,000. 

Agency: We theiirer Adv. Agcy. 

COMMENT: Always a }x)pulai radio ol- 
lerin^, music has increased in popular- 
ity with the listening audience dining 
these war years. Especially to be rlesired 
is luiity between program content, com- 
mercial, other elements which help cre- 
ate a mood that puts the listener in a 
responsive frame of mind. 


HOME SERVICE HOUR W hen the alarm 
(lock routes the family from its triuidle 
beds, the first things it wants to know 
are the time, weather leporis, and the 

lalesi uews. To that list, the housewife 
is aj>i to Add a (pieiy about ration news. 
It is just this ( ombiiiation that the 
(J()Nc;(>Ki)i A (Iri AMiR^ gi\es KSAL lis- 
teners in Salina, Ka., e\erv week-day 
morning at 7:;U). lrans(iil)c'd music fills 
in the ga]>s, and time signals are given 
(\(i\ fi\c miiuites. For town and farm, 
it's I lie llotiic S(')\'i(r Hour. 

Six ( oiiimcrcials present Cx)\(:()ri)i \'s 
story-ol ilic (lay. Each is slanted at a spc- 
( ifi( listcnc) giouj). To Ihr jintiic) : 

"When you have cream to sell, you can't spend 
a lot of time hunting for what you think is the 
best market. You must know ahead of time where 
you can ffel fast, efficient service and top market 
prices. And these are the things you get at the 
Concordia Creamery in Concordia, Ka. Ship your 
next can of cream to the Concordia Creamery and 
get your can and check on the next return tram." 

Willi llic urban listenei, ( lo.xcoRDrv 
lakes ;i (lillcicnt angle, /'.xtini /)lc: 

"Unexpected guesl'i an- no in onniiience when 
you serve Cold Nugget Sherbet, and you have a 

dessert that's a real treat. Call your Gold Nugget 
dealer at once and have him save you some coco- 
nut pinc'jpple, the Gold Nugget Sherbet of the 
month. If he doesn't have it today, ask him to let 
you know as soon as he gets another shipment 
from the Concordia Creamery." 

AIR FAX: Scripted by Etna Lou Bireline. ttie sliow is 
emceed by program director Herb Clartc. 
First Broadcast: May 1. 1944. 

Broadcast Schedule: Monday ttirougti Saturday, 7:30- 
8:00 A.M. 

Preceded By: Bob Perry. 

Followed By: Bit o' Clieer and Sunstiine. 
Sponsor: Concordia Creamery, Concordia, Ka. 
Station: KSAL, Salina, Ka. 
Power: 1,000 watts. 
Population: 21,073. 

COMMENT: Programs don't have to be 
expensive nor elaborate to perform an 
invaluable service, and to attract a wide 

Department Stores 

TOWN AND FARM In pre-radio days, 
the Si ARs, RoKiu CK R: Co. catalogue 
was apt to be the big event of the season 
lor many farm families. Fodav, radio 
brings them topnotch talent from eveiv 
part of the world, but Si-:ars continues 
to be the farmer's friend. Its most recent 
gesline of friendship in C^hicago, 111.: 
sponsorship on a r)2-week contract of a 
half-hour farm program (ompleteh un- 
derwritten b\ Sl.ARS. 

For l() months a station public serv- 
ice feature, Skars took on the Everett 
Mitchell ])r()gram without a single 
change in lonnat. Show is devoted to 
soil and crop culture, victorv gardens, 
scieniilic livestock raising and loocl ra- 
tioning, keeps listeners posted on latest 
information from OPA. W'PB, and the 
r. S. Department of Agriculture, takes 
up other topics of interest to l^ouni tnid 
I'fin/i. ilome economist Fois Sc bene k 
presents the latest news on food con- 
scrvalion and jjicpai at ion as a portion 
ol the show three times weekly. 

Fune-in reminders include 2()-linc- in- 
siits at the head of the station's clailv ad 
in the (ihicago Daily Xcws. and three 
(lailv siaiion break a n noii n c c men t s. 
Sl.ARS also plans a |)age in its loilhcom- 
ing catalogue clevoied lo I he Town (ind 
/•'(inn l)yoi^){ini. lentative plans also in- 
clude postei promotion al catalogue oi- 



der desks in outlying stores. Institution- 
al promotion includes a signed page l)y 
Everett Mitchell inserted in the weekly 
Si-:ars pid)lication, fust Among Lis Sears 

AIR FAX: First Broadcast: May 15, 1944. 

Broadcast Schedule: Monday through Saturday, 6:15- 

6:45 A.M. 

Preceded By: News. 

Followed By: Morning Jubilee. 

Sponsor: Sears, Roebuck 8C Co. 

Station: WMAQ, Chicago, III. 

Power: 50,000 watts. 

Population: 3,440,420. 

Agency: Roche, Williams & Cunningham. 

COMMENT: W^hile the rural listener 
likes entertainment as well as the next 
person, farm management represents his 
bread and butter, and bread and butter 
broadcasts have a vital significance. 
There's no substitute for sennce when it 
comes to reaching the farm market. 

Department Stares 

BASEMENT BOYS More fun than facts. 
More laughs than learning. That's the 
combination which Rich's, Inc., Atlan- 
ta, Ga. department store, presents in its 
twice-weekly WGST feature to establish 
its recently enlarged and redecorated 
basement as the real McCoy with bar- 
gain hiuiting shoppers. 

What brings shoppers up to the mike 
for inlerviews with Jimmy & Don, the 
Basement Boys: a (erl ideate redeemable 
in merchandise anywhere in the Base- 
menl Store is given to ea( h person who 
j)asses the nnke-lesl. 

AIR FAX: Staff announcer Jimmy Kirby and produc- 
tion manager Don Naylor are the boys who keep 
the mike circulating among basement shoppers. 
Series originates with Rich's own radio department 
where 21 local programs are written, produced and 
e'lpe-vised weekJv. Rich's writer-producer is Ge~e 
Sample, with Ted Anthony narrator and cominentator 
for most of Rich's broadcasts. 
First Broadcast: May 9, 1944. 
Broadcast Schedule: T-Th, 10:45-11:00 A.M. 
Preceded By: Bright Horizons. 
Followed By: Kate Smith. 
sponsor: Rich's, Inc. 
Station: WGST, Atlanta, Ga. 
Power: 5,000 watts (d). 
Population: 1,333,200. 

COMMENT: Here is the type of planned 
radio that might well make other de- 
partment stores sit up, take notice. 
Trained radio personnel is the first step 
in charting a success-wit h-radio course 
for retailers. 

Department Stares 

KID COMMENTATOR News, \iews and 
interviews are the stock-in-trade of news 
broadcasts, but the success of each indi- 
vidual offering is measured by the de- 
gree to which these ingredients make 

Put a dynamic, driving, former Na- 
tional Commander of the American 
Legion in charge of seven banks, and 
things begin to happen! President 
Frank N. Belgrano, Jr. (right), be- 
lieves that what a bank has to sell 
should be brought continuously to pub- 
lic attention, and in liiie with that 
policy started a daily radio program 
over KROW for the CENTRAL BANK 
OF OAKLAND, devoted to interviews 
with men and women in service. Inter- 
views are transcribed, mailed to next 
of kin by CENTRAL BANK to points 
throughout the nation. Here president 
Belgrano and KROW announcer, Scott 
Weakley, discuss Keep the Bell of Free- 
dom Ringing in front of a captured 
German Messerschmidt. 

AUGUST, 1944 


hot copy for a specific listener grou}). 
With the teen age group, there's nothing ^ 
hotter than that what's what in the higfi 
school world. 

To make its Cam pis Shop the hub of 
high school activities. Henry C. Lytton 
& Sons (The Hub) , Chicago, 111. depart- 
ment store, offers a Kid Commentator 
whose Saturday morning program is de- 
voted to high school news and inter- 
views. Commercials for teen agers are 
designed to promote the Hub's Campus 
Shop. Heard on a 52-week schedule, the 
program features 16-year-old producer- 
commentator Al Hattis, assisted by kid 
annoinicer Ed Wiebe and girl commen- 
tator Jo Ann W^etzler. Series was first 
signed bv Hub for sponsorship two years 

AIR FAX: First Broadcast: Decembw 19, 1942. 
Broadcast Schedule: Saturday, 11:30-11:45 A.M. 
Preceded By: Music Goes Round. 
Followed By: Ask the Army. 

Sponsor: Henry C. Lytton 8C Sons (The Hub). 
Station: WJJD. Chicago. III. 
Power: 20,000 watts. 
Population: 3,440,420. 

COMMENT: There's wisdom to a con- 
sistent, long-range campaign directed at 
the small fry when the product or serv- 
ice involved is one of direct interest to 
the downy cheeked. 


WELCOME WAGON When newcomers 
arrive in Dayton, ()., the town doesn't 
get out the f3rass [)and, but it does get 
out the Welcome Wagon. Once weekly, 
newcomers gather in the WING studio 
for a half-h()iu Welcome Wagon broad- 
cast, sponsored by the Dayton Journal- 
Herald. There strangers mingle with 
oldtime Daytonians, Journal-Herald rep- 
resentatives, other civic leaders who \n\\ 
out the hand of liicndship h)i llie Boy 
Scouts, YMCA, oilur su( h organizations. 
Informal (hit-(hal, inuoduction ol 
ii{\v(()in(is (with a corsage for each from 
the loiiinal-IIerald), and interviews 
with special guesis arc pari and parcel 
of the series, lalcnlcd newcomers also 
perform hcloic the nnciophone. Occa- 
sional brief messages of welcome from 
the Mavor. Jouvnal-I lerald executives, 

others of that ilk, roiuid out the format. 
Musical backgroiuid: a four-piece or- 
chestra and vocal selections by Welcome 
Wagon hostess, Virginia Patterson. 

On the theory that what is worth do- 
ing at all, is worth doing well, the series 
is merchandised to the hilt. Featine 
stories, and 2x5 ads in the Journal- 
Herald keep up the weekly tune-in. For 
special shows such as that from the new 
YMCA auditorium in honor of the Y 
Centennial, special stories and pictures 
are featured in the newspaper. On broad- 
cast days, program-prevue colinnn blos- 
soms forth with a special write-u}). Once 
a month there is a special show at the 
Seville Restaurant a la Breakfast at 
Sardi's, with luncheon, corsages, et al. 
Dayton merchants give prizes. 

When Welcome Wagon hostess Pat- 
terson pays a neighborly call on each 
newcomer, a l:>lotter with time-and-sta- 
tion data is left at each home. Cc:)pv: 

Hello, neighbor, we hope you've come to stay! 
Don't hesitate to call if we can serre in any way. 
And whether you're here for keeps or just a little 

You'll always find good conpany at 1410 ON 


Newcomers ayv then reminded of the 
weekly hall-hom- feature. 

AIR FAX: Staff announcer Jack Wymer assists in 
broadcast chores. 
First Broadcast: May, 1944. 

Broadcast Schedule: Thursday, 7:30-8:00 P.M. 
Preceded By: Hollywood Star Time. 
Followed By: News. 
Sponsor: Dayton Journal-Hera'.d. 
Station: WING, Dayton. O. 
Power: 5,000 watts. 
Population: 3 58,688. 

COMMENT: Cood neighbor policies be- 
gin at home. For the advertiser, a series 
of this kind prc3vides an opportunity to 
set up a pattern for buying before shop- 
ping habits are ift; vet formed. For this 
particulai- sponsor, the program gi\es its 
achertisers an effective boost, and at the 
same time builds readershij) and circu- 




WHAT'S IT LIKE C^uide books and en- 
cyclopedias give the bone-dry facts aboiu 
far-flung fighting theaters of this wai, 
but a great deal more unofficial and in- 
tensely interesting information comes to 
the folks at home via letters from mil- 
lions of GI Joes and Josephines. 

With just such letters from local men 
and women in service for sc:)urce mate- 
rial, WKZO listeners in and around Kala- 
mazoo, Mich., were taken 
on a 13-week tour of the 
battle fronts by the First 
National Bank & Trust 
Co. Each quarter-hour was 
devoted to some one fight- 
ing front, and listeners who 
wondered What's It Like? 
got first hand information 
on Italy, England, Australia, 
Alaska, other war zones. Let- 
ters from local people in 
each area were read on the 

Typical program covered 
the front-of-the-week by 
means of letters from ten to 
a dozen local pec^ple. Comments account 
executive Carl B. Schoonmaker, of 
Staake & Schoonmaker Co., "Everyone 
contacted for letters was more than will- 
ing to cooperate, and program interest 
was high throughout the series. The 
program was put on the air purely as an 
institutional community service project, 
and no attempt was made to check busi- 
ness gain." 

In line with the institutional intent, 
commercials urged listeners to buy more 
War Bonds, stay on the job, and to do a 
better job of writing letters to the men 
and women away from home. Local 
newspaper space and bank window dis- 
plays at the main downtown intersection 
promoted the series. 

air FAX: Two or three male voices read the letters, 
and a woman commentatDr supplied continuity. Re- 
corded music, appropriate to the locale from which 
the letters came, filled in background and transition- 
al phrases. Scripted by Mrs. Terry Morris, the series 
was produced by the WKZO staff. 
Broadcast Schedule: Weekly, for 13 weeks. 
Sponsor: First National Bank & Trust Co. 
Station: WKZO, Kalamazoo, Mich. 
Power: 5,000 watts. 

Population: 59, J 11. 

Agency: Staake 8C Schoonmaker Co. 

COMMENT: Service programs of this 
kind play a significant part in the war 
elfori, ic'j)resent an important wartime 
function of achertising generally. 

Hearing Aids 

EASY LISTENING For the hard of hear- 
ing, radio otlerings to be eflective must 
lie designed for Easy Listen- 
ing. That was exactly what 
the Telex-California Co. 
(hearing, device) set out to 
achieve in its weekly musical 
cjuarter-hour series on KHJ, 
Los Angeles, Cal. Scheduled 
for a 26- week run, the pro- 
gram was designed especial- 
ly for those for whom the 
world of sound is for the 
most part a monotone. Com- 
mercials stressed the fact 
that with a Telex-Califor- 
nia hearing de\'ice, all listen- 
ing was Easy Listening. 

air FAX: First Broadcast: May 6, 1944. 

Broadcast Schedule: Saturday, 5:15-5:30 P.M. 

Preceded By: News. 

Followed By: Music. 

Sponsor: Telex-California Co. 

Station: KHJ, Los Angeles, Cal. 

Power: 5,000 watts. 

Population: 3,497,074. 

Agency: Henry W. Welsh Adv. 

COMMENT: While a product may be 
one that appeals only to a limited audi- 
ence, a program designed to reach a 
wide listenership nets the acfvertiser val- 
uable word-of-mouth advertising. 


16 MILLIMETER MAGIC When the Vic: 
lOR Animatograph Corporation set out 
to accomplish three wartime aims, it 
didn't attempt to do the trick with mir- 
rors. It achieved its goal with 16 Milli- 
meter Magic instead. 

While Victor has nothing to sell the 
public, its woe program is achieving 
imj)ortant w^artime objectives in Daven- 

AUGUST, 1944 


port, la., namely, (1) improving employ- 
er-employee relations; (2) assisting di- 
rectly in the war effort, and (3) increas- 
ing Victor prestige. 

Piped by public address system to all 
workers in the Victor plant, the pro- 
gram presents Victor as an ideal organ- 
ization with which to be associated, thus 
serves to attract more capable employees, 
reduce turnover, and improve labor re- 
lations. Post-war opportunities for work- 
ers are also stressed. 

In line with direct assistance to the 
war effort, Victor identifies itself with 
all community enterprises, helps increase 
public consciousness of vital local war 
jirojects such as tin and paper salvage, 
W^ar loan drives. Red Cross and Com- 
munitv Chest. Prestige is built through 
(opy which stresses the tremendous post- 
war potentialities of VicnoR equipment 
for entertainment and education. Insti- 
tutional copy also presents Victor's part 
in the war. 

AIR FAX: Listeners hear the Victor Four in vocal and 
instrumental music. 

Broadcast Schedule: Monday through Friday, 12:15- 
12:30 P.M. 

Sponsor: Victor Animatograph Corp. 
Station: WOC, Davenport. la. 
Power: 5,000 watts. 
Population: 218.000. 

COMMENT: Lessons learned from war- 
time advertising will without question 
carry-over into the post-war period. 1 Oo, 
what creates good will iioxi^ will without 
(|U('stion help buihl sales lor the luture. 

Merchants' Associations 

GRAM Whether ii goes to press once a 
week or every day, the riual newspaj)er 
gives prominent display to its (olumns 
ol country correspondence. Not to be 
outdone, participating s]M)nsors on the 
KRHM week-day feature gi\e feature 
treatment to news fiom vaiious com- 
iinuiitics outside ol Ho/eman, Moiu. 
Blanks lor jnisonal items are available 
al ea( h sponsoi's headcjuartei s, and one- 
hall ((111 a word is j>ai(l lor all items 
used on the air. 

While iians(iibe(l musi( ian<'in<' lioiii 


hillbilly to hynmal keeps the platters 
spinning, it's the personal column item 
that makes the (jdllatiu Valley Com- 
munity Program the largest mail puller 
on the Z network. Saturday morning 
variant on the format: letters on such 
housewifelv subjects as canning, lecijx's 
and household hints. 

Special sJioivmaiistunts that keep audi- 
ences on their toes: a name-the-tune con- 
test for 13 weeks; two get-togethers for 
correspondents, sponsors and their fam- 
ilies. Some 200 corre- 
spondents keep the copy 

AIR FAX: First Broadcast: April 
5, 1943. 

Broadcast Schedule: Monday 
through Friday, 11:15-11:45 
A.M.; Saturday, 10:30-11:00 

Preceded By: Bozeman Minis- 
terial Ass'n. 

Followed By: Government Bul- 
letin Board. 

Station: KRBM, Bozeman, 

Power: 250 watts. 
Population: 8,65 5. 

COMMENT: What has built radio audi- 
ences to such tremendous proportions is 
the fact that listeners ha\e been given 
the types of programs which most inter- 
est them. Here is a series that is cer- 
tain to get the ear of rural and small 
connnunitv listeners. 


Machine guns spit I A ship plows through 
turbulent seas. Su( h is A Portrait of 
.liiwrua in war times. Putting that pic- 
ture into shai p locus for W'DOI) listen- 
eis, (Chattanooga, Tenn., is the 
Mil. IS SiiDios, porliail photographers. 
\\'()rcl-]jic lures of heroes on the home- 
front and on the battlelionts make up 
the (|uarier-h()ui exposure loi Oi.AN 

With the speed ol a lastiution shut- 
lei, the series catches real pe()j)le, some 
of them local personalities, in action, 
picsents listeners with a giant enlarge- 
ment ol the \meri(an s((ne. Program is 
;ui((l li\(' times weekK. \b)n(la\ through 

Fii(ia\, al :;::;o P.M. 


AIR FAX: Scripted by Juanita Kemp, in narrative 
style, the show uses the voices of a man and 
woman alternately. Sound effects, incidental music, 
and an occasional poem add to the dramatic picture. 
Broadcast Schedule: Monday through Friday, 3:30- 
3:45 P.M. 

Sponsor: Olan Mills Studios. 
Station: WDOD, Chattanooga, Tenn. 
Power: 5,000 watts. 
Population: 131,000. 

COMMENT: Variety in {^rograiniuing is 
one very real explanation for the tre- 
mendous hold that radio has on the 
American public. For the advertiser who 
wants to deviate from the afternoon pat- 
tern of music or news, a series of this 
kind is timely, will most certainly appeal 
to a wide listenership. For the advertiser 
here, the tie-in between program title 
and his own business further serves to 
identify program sponsorship with ser\'- 
icc offered. 


MAIN LINE While production is a vital 
factor in the war eifort, it takes railroads 
to transport the weapons of war, and it 
takes men and women to keep those 
trains rolling. A Main Line to Victory 
must be kept open at any cost. To tell 
the story of the men and women of 
America who are keeping those Victory 
trains rolling is the pinpose of the week- 
h broadcast series for the Southern 
Pacific: Railroad. An institutional ve- 
hicle scheduled for a 52-week run is what 
Southern Pacific: engineered on If) 
West Coast stations. 

Half-hour dramatic show carries first- 
class entertainment and its commercial 
message is freighted with blocks of good 
will l^uilding material. On the home- 
front, commercials educate the public 
to the demands railroads are facing ckir- 
ing the wartime, and the job they are 
doing in serving a country at war. 
Among employees, the program has aid- 
ed in abetting the problem of absentee- 
ism and worker turnover. Not the least 
of the functions to which the commer- 
cials have been put is that of securing 
new employees for Southern Pacific In 
every case, Southern Pacific has throt- 
tled down the commercial word-count. 
Example: "If you're going into war work 
(uid ivfinl (I good-paying joJ) in a vital 

war industry llial is ifi business to stay 
lo}ig after the war ends, go to work for 
the Southern Piuifu . S. P. needs thou- 
sands of men and woniefi inutiediately." 

AIR FAX: Series is heard on 13 stations of the Don 
Lee Network, and the three stations of the Arizona 

First Broadcast: November 10, 194 3. 
Broadcast Schedule: Wednesday, 8:00-8:30 P.M. 
sponsor: Southern Pacific Railroad. 

Agency: Foote, Cone 8C Belding Adv. Agcy.. San 

COMMENT: Industry has done an amaz- 
ing job in telling its wartime story to 
the public, and programs of this kind 
explain in no small measure the in- 
creased public confidence in big busi- 


dinner, then on to a show is the idtimatc 
for the housewife who has to plan three 
square meals a day. That Hunt's Ltd., 
Toronto, Ont., chain confectioners and 
restaurants, may be the place to which 
the housewife directs her steps on her 
c^ening out is the purpose of the CJBC 
weekly feature, biu Hunt's brings the 
show right into the family living room. 
Musical reviews of great shows, with 
stories and patter about the show, the 
music and interesting incidents siu- 
rounding it are what Hunt's offers for 
late Siuiday afternoon listening pleas- 
me. A different show gets the spotlight 
each week. Musical fare includes such 
features as Showboat, and Naughty 
Marietta. Feature is scheduled for a 52- 
week run. 

AIR FAX: Who scans the shows for listeners is emcee 
Howard Milsom. 
First Broadcast: May 30, 1944. 
Broadcast Schedule: Sunday, 7:00-7:30 P.M. 
Preceded By: Radio Hall of Fame. 
Followed By: Piano Recital. 
Sponsor: Hunt's Ltd. 
Station: CJBC, Toronto, Ont. 
Population: 1,744,410 
Agency: Ellis Adv. Co. 

COMMENT: Focal radio advertisers 
ha\e found that what fills the bill for 
network sponsors can be adapted to 
their own communities withotu tremen- 
dous outlays. Programs here represent 
real contribution to local programming. 

AUGUST, 1944 



Promotions and merchandising stunts that 
will lift a program out of the ordinary. 


BLESSED EVENTER In Washington, D. 
C, the bird with the long legs doesn't 
slip into town tinheralded. Almost be- 
fore he's had a chance to Hap his wings 
the news is broadcast over W'VV'DC^ to 
interested liiiteners. Listeners are re- 
quested to send news of new arrivals, 
and each new mother receives a gift 
certificate from the White Photo 
Studios entitling her to a free picture of 
the infant within six months. Co-spon- 
sor Mortons Babvland presents each 
mother with a certificate which entitles 
her to a record book for the new baby. 

Blessed event for Blessed Eventer was 
ihe addition of a new feattne designed 
to hcl]3 expectant mothers. In Modern 
Mother, a (ive-miniUe feattire, Mortons' 
advertising manager, Mrs. Nora Lam- 
born, answers listener-sent questions and 
gives sound advice to those in the process 
of knitting tiny garments. 

AIR FAX: Format: one musical number selected to 
remind mothers of ttieir own childhood, then stork 
news, followed by Modern Mother. 
First Broadcast: November 15, 1943. 
Broadcast Schedule: Mond<iy through I'rid.iy, 1:0'>- 
1:20 P.M. 

Preceded By: Captain Cash. 
Followed By: Music. 

Sponsor: Mortons Babyland; White Photo Studios. 
Station: WWDC. Washington. D. C. 
Power: 250 watts. 
Population: 663,091. 

COMMENT: Give-aways provide the ad- 
\ertiser with a very direct contact with 
the \ery group he most wants to reach. 
When the give-away is one that will have 
product reminder value over a period of 
time, the device is particularly effective. 


COLLECT CALL When WKNE listeners 
hear the words, "Call me collect" there's 
plenty on which to collect. For answer- 
ing correctly one simple qtiestion, the 
listener stands to win either dollars or 
Nedlar Farm baby chicks. Thrown in 
for good measure is fun and entertain- 
ment on the half-hour feature. 

Each day listeners from different areas 
are in\ ited to call the WKNE studio. 
For correct answers to 
questions, the pay-off is 
one buck or merchan- 
dise prizes, no strings 
attached. Listeners hear 
calls both ways. Musical 
(ill- ins help pace the 

air FAX: Emcee is Ted Beebe. 

Manipulator of the ivories is 

Eric Crowther. 

First Broadcast: April, 1944. 
Broadcast Schedule: Monday through Friday, 1 1 :00- 
11:30 A.M. 

Preceded By: Ruth Redington. 
Followed By: Bright Horizon. 
Station: WKNE. Keene, N. H. 
Power: 5,000 watts. 
Population: 13,8J2. 

COMMENT: Intel est iiig is the \aria- 
tion here on tlie usual telej^hone-call- 
made-at-random (jiii/ show technicjue. 
in its la\()r is the fad that such a pro- 
(C'duie gives everyone an ecjual chance, 
allows for greater audience participa- 

Men's Wear 


When Kknnii)^ 's Inc., New England 
(lothieis, took on sponsorsliip ol NBd's 



jiiorning World Nexos Roundup, it 
didn't wait lor Father Tinie to build 
up an established audience. Kennp:i)^ 's 
gave the man with the scythe a boost, 
staged one of the most thorough promo 
lional campaigns in th(^ histor\' ol the 
Boston, Mass., area. 

[ust prior to the first broadcast, Iront 
page ads were carried in all Boston, 
Springfield, Lynn, Salem, Brockton and 
Worcester newspapers. Then followed, 
for the first week, daily run of advertise- 
ments in all these communities. 

Within the store itself, Kennedy's 
didn't leave anything to chance. Every 
counter in each of the Kennedy's stores 
displayed a placard playing up the fact 
that invasion news direct from the fight- 
ing fronts is heard six mornings weekly 
o\'er VVBZ and WBZA at 8:00 A.M. In 
the Boston store there was a special win- 
dow display in which the typical Ameri- 
can home scene was recreated, showing 
the anxious listener seated close to his 
radio, studying War maps. Suspended 
across Summer street, in the heart of the 
Boston shopping area: a large sign in- 
forming passers-by of the special inva- 
sion news service which Kennedy's pre- 

Coiutesy spot announcements at fre- 
cjuent intervals also remind listeners of 
the seiies. 

AIR FAX: First Broadcast: May 15, 1944. 

Broadcast Schedule: Monday ttirougli Saturday, 8:00- 

8:15 A.M. 

Preceded By: Varied. 

Followed By: Wax Museum. 

Sponsor: Kennedy's Inc. 

Station: WBZ-WBZA, Boston, Mass. 

COMMENT: The man who buys a radio 
program, expects radio to be the miracle 
worker, always Hnds that coordinated ef- 
fort within the limitations of the budget 
are well worth the time and effort. 


JUNIOR 730 CLUB Junic^r and the jun- 
ior miss are both a])t to tease for things 
"just like mother's or dad's," and there's 
no rest until they get it. In Portsmouth, 
N. H., there's peace and quiet at least 
on one count. Mother may fiave her 

WIIEB 7')0 Club, but the small fry has 
its Junior 7'yO Club. Both shows share 
the same participating sponsors. 

What established the new series with 
its youthful listeners: theatre passes, and 
gifts from merchants to Junior 750 Club 
members. Gifts to club members whose 
names are drawn at random must be 
c laimed within ten days, and response to 
date is close to tfie 100 per cent level. 

With a first-broadcast nucleus of 50 
members, the average weekly increase by 
post-card count is 50 new members. Pro- 
spective members fill in a membership 
request form, get a post-card certihcate 
of membership in return. 

AIR FAX: SIiow goes on the air each Saturday morn- 
ing at 9:30, features birthdays, stories, music, and 
interviews with members. Membership is limited to 
tho:e under 16 years of age. 
First Broadcast: March 25, 1944. 
Broadcast Schedule: Saturday, 9:30-11:00 A.M. 
Station: WHEB, Portsmouth, N. H. 
Power: 1,000 watts. 
Population: 25,000. 

COMMENT: How effective a youthful 
salesman can be is indicated by the con- 
tinued appeal to the home through its 
children by some of the largest network 
advertisers in the country. Wisely, such 
series usually incltide plenty of give- 
aways, other things equally important to 
childhood enthusiasms. 

AUGUST, 1944 



This is the businessman's own department. RADIO SHOW- 
MANSHIP invites radio advertisers to exchange results and 
reactions to radio programs for their mutual benefit. 


"We have s|X'iu many years, and much 
money Iniilding the name oi Royal 
Crown (^oi.a, and while it is true that 
now we are selling all that we are allow- 
ed, the fickle public will easily forget us 
if we are not careful to keep that name 

"With that in mind, we bought Dan 
Dunn for three reasons. First, we were 
looking for a show that would appeal to 
the future Mr. and Mrs. Jones of Amer- 
ica. They're kids now, but in just a few 
short years they will represent the buy- 
ing forces of this country. 
Dan Dunn answered that de- 

"Next, we felt that the 
cost was reasonable, that the 
purpose we wanted to ac- 
complish woidd be in line 
with the amount of business 
we are able to do. And last- 
ly, we wanted something 
timely. We picked the 5:'M) P.M. time 
because it followed The Lone Ranger. 
"Dan Dunn did a fine job, and we ex- 
panded its use to cover Gastonia. over 

Royal Crown Cola Co. 
Charlotte, N. C. 

AIR FAX: When the daily paper is thrown on the 
doorstep, it's a safe bet that for many readers, news 
takes second place. What gets the top billing is the 
comic section. And to millions of Americans, Dan 
Dunn, Secret Operative No. 48, is the fair-haired 
darling of the comics. When Dan Dunn hit the air- 
waves, therefore, he was already an American in- 
stitution. Sponsors for this transcribed feature have 
a series which, in newspaper form, was ranked among 
the first 12 cartoon strips in public popularity. 
Dan Dunn, Secret Operative Nt>. 4S, opens with 
action, and the action continues throughout the 
series. Smashing of a spy ring is covered in the 
first 39 episodes. Remaining J9 programs cover 
three different sequences split up into 13 episodes 

Among the sponsors who have given this super- 
sleuth top billing are the HIRES BOTTLING 
DAIRY, Charleston. S. C, and ROYAL CROWN 
COLA, Birmingham, Ala. 

Promotionotions: poster stamp sets of LJnited States 
Navy Aircraft Squadron Insignia, with albums may 
be used as a self-liquidating item with the juvenile 
audience. Newspaper ad mats, membership cards, 
advance teaser-spot announcements, publicity stories, 
and window display cards are available. 
Type: Transcription. 
Episodes: 72. 
Time Unit: 15 Minutes. 
Appeal: Juvenile and Adult. 
Producer: Kasper-Gordon, Inc. 

COMMENT: When radio ad\ertisers as- 
sume sponsorship of a series which is al- 
ready known to the public, much of the 
fuss and bother of a lengthy 
build-up is eliminated, and 
the advertiser doesn't have 
to wait se\eral months for 


cast over KNX every Thurs- 
day e\ening, Citizen s Forum is an open 
forum discussion gioup. Each week we 
select a different topic, one that will in- 
terest the greatest number of local peo- 


"I he (irsl l)i()a(l(asl was (omprised oi 
a panel of ( i\ i( cxpeils who discussed 
the subject. What is the Future of Los 
Angeles? Subsequent programs ha\e (on- 
cerned sudi topics as the future of a\ia- 
lion lor this aica. and a discussion of a 
moot |)()inl. 117/^// About Russia? 
Hixson-O'Dontiell Adv., Inc. 
Los Angeles, Cat. 

AIR FAX: Half-hour round-table discussion sponsored 
by the Citizens National Bank as an institutional ges- 
ture was scheduled for 1 3 weeks. 
htrsi Broadcast: March 30, 1944. 



Broadcast Schedule: Thursday, 9:50-10:00 P.M. 

Sponsor: Citizens National Bank. 

Station: KNX, Hollywood, Cal. 

Power: 50,000 watts. 

Population: 1,504,277. 

Agency: Hixson-O'Donnell Adv., Inc. 

COMMENT: Naming a new i)al)v is a 
(inch compared to picking the right 
jiom-de-phime for a radio offering. Brev- 
ity is desirable. But when the title also 
(onveys some idea of the program con- 
tent, and has a direct tie-in with the 
sponsor, the search is definitely over. 


TWO TON BAKER "Our client, the 
Raulani) Corp., is sponsoring Two Ton 
Baker from 8:15 to 8:.^() A.M., Monday 
through Saturday, on a 13-week basis. 
The same client is also sponsoring a 
series of daily broadcasts over three other 
Chicago, 111., stations. 

"For the latter stations, dramatized 
programs emphasizing the importance of 
electronics in the war efibrt have been 
transcribed. The entire broadcast series 
is directed at procuring employees for 
Ral'LANd, one of the largest manufac- 
turers of secret electronic devices in 

Lieber Advertising Co. 
Chicago, III. 

AIR FAX: Songs and piano numbers malce up the 
Two Ton Baker show. 
First Broadcast: May 2, 1944. 

Broadcast Schedule: Monday through Saturday, 8:15- 
8:30 A.M. 
Preceded By: News. 
Followed By: Network. 
Sponsor: Rauland Corp. 
Station: WGN, Chicago, III. 
Power: 50,000 watts. 
Population: 3,440,420. 
Agency: Lieber Adv. Co. 

COMMENT: W^ieii the supply of full- 
time workers ran out, employers had to 
reach a group who had not been trained 
to the ( lassifirds, whose onlv moti\e foi 
work was patriot i(. It is this group in 
particular that radio has effectively 
reached. Such broadcasts also help keep 
those already employed on the job, thus 
contribute to a reduction in worker 


Things are happening on the 
television front of interest to 
advertisers and to agencies. 

Department Stores 

Marshall Fikld K: Co., Chicago, 111., 
took its first whirl in the newest cjf ad- 
\ertising media to promote the newest 
in fashions, it didn't have long to wait 
for proof of the television potential. 
Bright and early the next day, several 
customers came in to the 28 Shop to see 
at closer range the dresses shown in the 
previous night's television show. 

The first commercially sponsored 
television show in the middlewest, the 
half-hour program feattired a cast of 15, 
with Don Mc Neill as emcee. Models 
displayed the latest styles available in 
Marshall Field's 28 Shop. Nearly 200 
WBKB guests viewed the show. 

Newspaper space invited Chicago 
audiences with television sets to inspect 
the Marshall Fikld fashion parade in 
their ow^n homes. Emphasis was put on 
the fact that with the new medium, 
Marshall Field would later be able to 
make such feattires a regular part of its 
ctistomer service. 

air FAX: Music supplied by the Three Romeos, along 
with Nancy Martin who sang and played her own 
accompaniment was a part of the show. Bert Allerton 
did a few magic tricks. 
First Broadcast: May 5, 1944. 
Broadcast Schedule: Friday, 30 minutes. 
Sponsor: Marshall Field 8C Co. 
Station: WBKB, Chicago, III. 
Agency: Ruthrauft 8C Ryan. 

COMMENT: While television has not 
yet emerged as a full-fledged ad\ertising 
mediinn, the possil)iIities are obvious to 
those accustomed to thinking in terms 
of visual impression. Programs based on 
personalities are bound to be staples of 
immediate television fare for some time 
to come. 

AUGUST, 1944 




Results based on sales, mails, 
surveys, long runs and the 
growth of the business itself. 

Farm Supplies 

MARKET REPORTS Know your markets 
is the slogan among livestock producers 
of the Northwest. Farmers everywhere 
have been carrying out the gigantic task 
of providing meats for the fighting allied 
nations of the world, and it's AValt Gard- 
ner, head of the public relations depart- 
ment of the Central Co-Operativk 
Ass'n., largest livestock marketing agen- 
cy in America, who talks twice daily to 
150,000 Northwest livestock producers 
by means of radio. 

Space has been set aside in Central's 
office where remote control facilities, 
microphone and necessary amplifying 
('(juipment has been installed. With this 
equipment in Central's office at the 
Soiuh St. Paid market, second largest 
livestock marketing center of the coun- 
try, the announcer steps up to the mic- 
rophone while trading is actually in 
progress to tell listeners the story of sup- 
ply, demand and price trends. 

IIk" livestock market program (oming 
oui ol (j-nfral C>)-()im RAriVE's ofiuc 
twi(e daily lor the past scncii scars is 
more than just a list of .'-t> 

prices. Farmers want to 
know each day the volimie 
of supj)li('s at all maikcis 
ol llic (ounliA, whclhcr 
ilic niaikcl is bullish or 
bearish, and what is hap- 
pening in I Ik meat trade. 
Cove Ml m (• n I buying of 
lend lease meals, new price 
( oiniol measures, iiu eiU i\ c 
pa \ m e n I s . m ea 1 resei \ e 

stocks and }jroduction in all parts of 
the world all ha\'e a vital bearing on the 
farm situation in the Northwest. 

AVhile the farm family is at the din- 
ner table, 12:30 to 12:4.5 P.M. (noon- 
time), Central Co-Operative provides 
its rural listeners with just such infor- 
mation. Various controls, regidations, 
legislation and production requests 
^vhich come out of Washington bureaus 
are given as a backgroimd upon which 
the livestock pioducer may base his con- 
clusions in regard to individual produc- 
tion and marketing. I'his cjuarter-hour 
broadcast is supplemented b\ a (i\e- 
miniue morning series. 

air FAX: Fint Broadcast: 1937. 

Broadcast Schedule: Monday tliroiigti Friday, 12:30- 

12:45 P.M. 

Sponsor: Central Co-Operattve Ass'n. 

Station: WDGY, Minneapolis, Minn. 

Power: 5,000 watts (d). 

Population: 488,687. 

COMMENT: Seven years of ser\ice is an 
enviable record for any advertiser, and 
service features have been particularlv 
successful in winning the friendship and 
lovaltv of the farm audience. 


much a part of the diet of the New Eng- 
land housewife as baked beans and 
Ijrown bread, is the daily radio fare 
served on the Marjoric Mills Hour. 
Manufacturers' sales figures and consist- 
ent renewals tell the storv. Mail returns 
corroborate it. 

When Brer Raiuui Moiasses ollcred 
a recipe book over a .-^2 months period, 
ic(|uests reached a giand total of 90,215. 
In a 28 months spell the 
postman brought 72,8-^9 
rec|uests lor Knox Geia- 
TiNE booklets. Nestle 
booklets weiH to 79,6.^1 
listeners in "M moiuhs, and 
in a (i\e months period 
29,11;^ listeners asked for, 
ic'cc'ixc'd a free sample of 

l\ 1 s I 1 . 1 ' s 1^ V 1 R R K A I) V 
Cocoa. Ol her booklets 
which listeners went for in 



a big way: tlu- La Rosa Macaroni book- 
let tempted 2'6,llb housewives in -^^^ 
weeks; 13,141 listeners added the Mor- 
RKi.L E-Z Cut Ham recipe book to their 
collections in two and a hall months; 
10,414 wrote for the Kemp's Sun-Rayed 
1 oMATo Juice recipe book in three and 
a hall months, and in seven weeks, 7,945 
requested the Lea & Perrins Recipes 
of Famous People book. 

Commented Victor Friend, president 
of Friend Bros.: "Lve been 
baking beans for over 40 
years, but I never knew 
how really good they were 
until I heard Marjorie 
Mills talking about them 
on her broadcast. I came 
near going out and buy- 
ing a can mvself!" 

air FAX: Daily, at 12:30 P.M. lis- 
teners hear the half-hour Marjorie Mills Hour over 
WBZ. Bo ton. Mass.; WTIC, Hartford, Conn.; 
W.IAR. P-ovidence. R. I.; WCSH, Portland, Ma., 
and WLBZ, Bangor, Ma. Personal appearances by 
home e-onomist Marjorie Mills at independent ma*-- 
kets, chain groceries, food shows, cooking schools 
and women's cluh-^ help boost the stock of partici- 
pating sponsors. Where possible, brand names a'-e 
used in recipes, menu suggestions and household 

Full cooperative sales and advertising schedules with 
the maio-itv of the '-hain stores, voluntary cronos 
and independent markets are secured on a rotating 
s'-hedu'e for the adverti'^ed p-oducts. Sales tie-ups 
are scheduled weeklv, with flyers, window posters 
and newspaper advertisements. 

Cut-in announcments at the conclusion of each 
broadcast by local station announcers call attention 
to the stores in each area holding special Marjorie 
Mills Hour sales. Additional merchandising tie-in: 
a chain of ove'- 1,000 A-1 grocery outlets displaying 
the Marjorie Mills Hour Seal of Approval decal- 
comania. Each store disoiaying the insignia is known 
and recommended as Marjorie Mills Hour Shopping 

Sponsorship is scheduled twice weekly on a rotating 

basis for each advertiser. 

First Broadcast: 1937. 

Broadcast Schedule: Monday through Friday, 12:30- 

1:00 P.M. 

COMMENT: Manufacturers without 
number have foimd that the home forum 
series with an established commentator 
is a short-cut to market penetration and 
continued success. What is done locally 
in most cases is here done on a regional 
basis with that much greater area cover- 



March, 194.^, WFBR, key station for the 
Maryland All-Home Network, had a 

li\(-minute pel iod available al 1:00 P.M. 
for news, lo reach the housewife in the 
WFBR, Baltimore, VV|F[, Hagerstown, 
and WBO(^, Salisbury, markets, the spot 
filled the bill for C^ouriland D. Fergu- 
son, Inc.. advertising agency handling 
the J. H. Filbert Co. acc(3unt. Fhe prod- 
uct they had to sell was Mrs. Filbert's 
Margarine, a product bought by wom- 
en, with a woman's name, and actually 
a woman directing its manufacture. Why 
not a woinan to do the news to give a 
different twist to a straight five-minute 
news period? Ergo, A Woman Views the 
Neivs had its start, with veteran mike- 
stress Kitty Dierken as commentator. 

Ever since, A Woman Views the Nexus 
has been directed at the women of Mary- 
land to acquaint them with the fresit 
taste of Mrs. Filbert's Margarine. 
Commercials clocked at from 30 to 45 
seconds tell in a factual way the advan- 
tages of the product. 

When the show was but six months 
old, an offer of a margarine recipe book- 
let was made on one program requiring 
a box top from a one pound package of 
Mrs. Filbert's Margarine then selling 
for 29 cents and requiring six red ration 
points. All entries were due in a three 
day time limit. When the deadline ar- 
rived, the mail count on that one-time 
annoinicement totalled 120 eligible en- 

What the J. H. Filbert Co. has to re- 
port: larger distribution as the result 
of this program. Feather in its cap for 
A Woman Views the Neius: while spot 
announcements for Mrs. Filbert's Mar- 
garine are heard on many radio stations 
where the product is distributed, the 
news program is the only show^ being 

air FAX: News commentator Dierken, with more 
than one iron in the fire, has been heard over Balti- 
more stations for the past seven years, currently 
does a daily morning advice to the lovelorn half- 
hour series, and a quarter-hour Counter Chatter 
show three times weekly over WFBR for a Baltimore 
department store. 
First Broadcast: March 15, 1943. 

Broadcast Schedule: Monday through Friday, 4:00- 
4:05 P.M. 

Sponsor: J. H. Filbert Co. 

Station: WFBR, Baltimore, Md.; WJEJ, Hager- 
stown; WBOC, Salisbury. 

COMMENT: Advertisers throughout the 
country whose product appeals to wom- 

AUGUST, 1944 


225 JjumAxJubiuL 

"STAND BY, AMERICA" is history "come to 
life." It's Commodore Matt Perry slugging it 
out with the Japs on the after-deck of his 
ship . . . it's a breathtaking flood in the 
Johnstown Valley . . . it's Eddie Rickenbacker 
pumping bullets into the bellies of six Ger- 
man Fokkcr planes. "STAND BY, AMERICA" 
has smashed sales records for one sponsor in 
18 markets, is now available for use in other 
cities at sensationally low price, via tran- 
scriptions. This series shows how America met 
similar problems of today in other years . . . 
how people of all races, creeds and colors 
helped to build a mighty nation. It's the pro- 
gram EVERY American wants to hear. 

Write or v^ire for audition 

samples. Mention 

Radio Showmanship, please! 

Kasper-Gordon, Inc. 

140 Boylston Street 


Otic Of 7 //(• Country's Largest Producers 
Of Sitcccisful Radio Profiratns 

en ha\e icporlccl splendid lesnhs with 
news programs conducted by a feminine 

WomEn's Wear 

MUSIC When the Darling Shop, Mem- 
phis, Tenn. clothing store, decided to 
branch ont, open up a new store, it had 
the problem of mo\ing its customers 
Avith it to the new address. It was some- 
thing that might have stumped Hercu- 
les, but not radio. Each morning at 6:45 

early risers get a quarter-hour of faxorite 
times over WMPS. Commercials plug 
the new address along with some fea- 
tured bargains. 

Ha\ing started the da\ right . Dar- 
ling's presents a five-minute single time 
feature at 12:30 P.>f., same purpose, 
same station. With a 4:25 P.M., ten- 
minute section ol the Battle of the 
Ihnids, Darlinc; signs oil for the da\. 
(lomplete schedule: six cjuarter-hours, 
fixe ten-minute shows and fixe fixe-min- 
nie periods each xveek. 

Kxiden(C' thai ihe schedule designed 
to reacli all dilleiciu aiidieiuc lyjK'S was 
lailoi-made: Darlinc; managemeiU re- 
poits that l)iisiness was greater the first 
ixvo xveeivs in the nexv location than it 
had excr been in any gixen pei iod prex i- 
ouslx'. .\s a (onsecjuencc. ihe new loca- 
lion is to be i"et;tine(l, and llic old loca- 
lion w\\\ operate imdei a dilleicnt name. 

air F.\X: Iir$l Broadcast M.iy. 1944. 
Sponsor: D.irling SFiop. 
Station: WMPS. Moiiiphis, renii. 
Poncr: LOGO u.itts ( d I . 
r<.fynl„lion: i2 1.8''>0. 

COMMENT: A lieaxy schedule staggei- 
ccl to Kiuli the gieatest portion ol the 
total listening audience is the- (|nick xvay 
lo get a jol) done. 




News and views of current script and transcribed releases back- 
ed with showmantips. All are available for local sponsorship. 


FASHION LETTER For its proven ahil- 
il\ to catch icinininc lancy, fashion news 
is a field which department stores have 
lari^ely pre-empted lor themselves. Btit 
fashion news can also be an effective 
approach when attached to something 
other than fashion items. Proof: all up 
and down the cotuitry, Evelyn Day's 
New York FasJiion Letter is doing a job 
of selHng goods of all kinds. 

From fur coats to lingerie, glo\'es to 
hair styles, the fashion parade goes on 
day after day. It's all big news to the 
feminine audience. Facts garnered from 
fasliion show\s, wholesale houses, meet- 
ings and sliowings are passed on to lis- 
teners through this daily syndicated 
radio script feature. Copy is mailed daily 
bv regular or special delivery at a nomi- 
nal montlily charge as an exclusive fea- 

Combined with mtisic, chatter and 
conuTiercials, scripts may be adapted to 
a cjuarter-hour feature. It may also be 
used as a five- or ten-minute series. 

AIR FAX: Type: Script. 
Schedule: Daily. ^ 

Appeal: Feminine. 
Producer: W. E. Long Co. 

COMMENT: Material of 
this kind may be used to 
l)uild a new show, or it 
may })e incorporated into 
an established program of- 



Never in the history of the 
vvoild has theic been a 

time when more peo])le needed someone 
in whom to confide, someone from 
whom to get expert advice. \o help fill 
this need, Allie Lowe Miles presents 
the transcribed feature. Personal ProJ)- 

Designed for universal appeal, the 
series features advice and solutions to 
personal problems. Commentator Miles 
will personally answer letters from lis- 
teners. Quarter-hour series may be tised 
from one to five times a week. 

AIR FAX: Known to networlc audiences for many 
years, Allie Lowe Miles is also a prolific author, has 
written movie scenarios, novels and numerous arti- 
cles in women's publications. 
Type: E.T. 

Time Unit: 15 Minutes. 
Producer: Harry S. Goodman Radio Productions. 

COMMENT: Even with listeners who 
ha\e no immediate problem, it is still a 
fact that people revel in sharing the 
troubles of others. For that reason a 
series based on real life is almost certain 
to make for good fistening among wom- 
en generally. Witli network advertisers, 
features of this kind have been tremen- 
dously successfid. They are 
good for local sponsors. 


U. S. AND YOU Uncle 
Sam is a big guy, and John 
Doe is pretty much in the 
dark about his activities. 
To help the little fellow 
develop more of a person- 
al feeling aboiu his govern- 
ment is the purpose behind 
the transcribed series, U. S. 
and You. 

A congressman from 
your state reports on con- 

AUGUST, 1944 


gressional happenings ol the week thai 
affect yon and your neighbors. A news 
analyist answers your questions about 
news from the nation's capitol, and its 
effect on the folks back home. Guests 
from your home town are featured in 
breezy, informal interviews. 

Transcribed feature is designed for 
distribution within the individual states. 
Program originates in Washington, 
brings to the state audience each week 
a brief report from a member of the 
state congressional delegation; a new^s 
sinnmary by commentator Billy Repaid, 
and interviews with state boys and girls 
who are in Washington engaged 
in war work. Now in production, 
the feature has distribution in 
Georgia, will be broadcast in sev- 
eral other states in the near fu- 

AIR FAX: Tailor-made transcribed feature is 
designed for once-a-week presentation. 
Type: E.T. 

Time Unit: 15 Minutes. 
Producer: Bernard-Paulin. 

COMMENT: Timeliness is one of 
the assets of a feature of this kind. A 
weekly radio column of Washington 
news with a local angle is almost certain 
to build listeners for any type of adver- 

cnce popularity, with performers get- 
ting a lesser billing, the fact remains 
that the radio audience goes for its radio 
personal itv performers in a big wav. 
Here is a paii^ a\ailai)l(' on transcrip- 


stories of the fighting men of the United 
Nations, the true CJuuupions of Frec- 
dom, are what listeners are offered in 
this li\e script series for local one-man 
production. With 260 scripts planned, 
series is now offered in 
units of 65 episodes, may 
be used for across the 
board daily broadcast, or 
three times weekly. 

Program is recommend- 
ed for plants engaged in 
w^ar w^ork, or for adver- 
tisers who want to keep 
their names before the 
public even thotigh they 
have little to sell the con- 
sumer today. A five-minute offering, 
actual performance time is aboiu three 
minutes, with the remainder of the fne- 
miniue period for sponsor identification 
and coimneixial ainiouiuemeni. 


JERRY AND SKY When ferry and Sky, 
the Melody Men let go with hillbilly 
music, it has the real touch. That 1 en- 
nessee accent is the real thing; they 
were born doxun thar. AVMiether they 
play the guitar, banjo, harmonica, sing 
or yodel, the hillbilly and folk song ren- 
dered has the real flavor of the Smoky 

Available aie 208 transcribed pro- 
grams. Kadi ejjisode runs about ihrec 
minutes. Vovu may be combined lo j)i() 
duce a cjuartet-hour series. 

AIR FAX: Type: E.T. 
Episodes: 208. 
Time Unit: 5 Minutes. 
Producer : Kakper-Ciordon, Inc. 

COMMENT: While inosi I i a n s( r i hid 
features depeiid on dramatic suspense, 
other ingredients ol that natuic for audi- 

AIR FAX: Type: Script. 
Episodes: 260. 
Time Unit: 5 Minutes. 
Producer: Special Features Syndicate. 

COMMENT: With most families in the 
(ountry personally concerned aboiu the 
weHare of individual members of the 
armed forces, a series of this kind does 
much to l)oost homefront morale, also 
shortens the distaiue between battle 
IVont and home. 

A Ghost of an Idea 

may be the beginning of a successful 
sales campaign. In this issue there is 
a collection of tried and tested pro- 
grams. One of them may be adapta- 
ble to YOUR business. 





,0. mil Kmi^^^^' 

Go ahead and cut out the coupon! Don't 
worry about ruining the magazine cover; 
we'll send you a new copy for your file. 

vv facts and ftg^^^^ .^'irapV^^^^'^ 

-- ^'': ^dl t' a gl-- .t;*ial interest 
>«".'^" cam maienal ot ejpe i^„t. com- 


ELEVENTH A^ \^^^^^T^ 

Minneapolis, ^^ 

1 ^vant 

ant It 



later Q- 

,vhat 1 ^^'a"^ 







Address . • 
position . 

City • 



Some of the statit 
who subscribe to K^ 
for their advertii 


Chicago, III. 


Buffalo, N. Y. 


Salt Lake C 




Denver, Co 

San Francisc 
Oakland, C • 

Tulsa, Oki 


Philadelphia, Pa.f 


Minneapolis, Min 


Urica, N. 

New Bern, No. Can 

Chattanooga, Tenni 


Syracuse, N. Y. 


Vancouver, B. C. 


HOWMANSHIP keeps the radio advertiser posted on whal 

new; ir places before his eyes the stories of how others in his business 

^"''' '<' '« '• f' "lis him how to best .... ,..l"> nnie. 


Parable of the 

Loaves (p.294) 

How to Pick a 

Winner (p.300) 

Advice based on 10 years 
of broadcast experience. 




Pacific Greyhound Lines 
Hochschild, Kohn & Co. 
Grennan Bakeries 
J. F. Hink & Son 
Stewart & Co. 
Froug's Department Store 
Foreman & Clark 
Moore's Store for Men 
General Baking Co. 




A quick index to what others in your business field accomplish through radio. 
Articles and services in Radio Showmanship are classified by businesses here. 

S E P T E 

Business PAGE 

Automobiles 310 

Bakeries 294, 310, 320 

Beverages 310, 311 

Candies 311 

Dairies 316, 320 

Department Stores 

297, 302, 306, 309, 311, 316 
Drug Products 304 

Dry Cleaners 320 

Farm Supplies 312 

Groceries 308, 313, 321 

M B E R 
Business PAGE 

Heating Supplies 313 

Home Furnishings 300 

Ice Dealers 314 

Insurance 316 

Labor Unions 314 

Manufacturers 315, 321 

Men's Wear 308, 317, 318 

Photographers 309, 318, 321 

Restaurants 322 

Transportation 298 

Children's Wear 


Department Stores 



262, 284 

271, 280 




Farm Supplies 



Hearing Aids 

266, 272, 273, 281 


278, 282 

273, 275, 280 

282, 283 


U S T 

Business PAGE 

Manufacturers 268, 275, 281 

Men's Wear 278, 284 

Merchants' Associations 260, 276, 279 

Music Stores 284 

Newspapers 274 

Photographers 276, 278 

Restaurants 277 

Theatres 264 

Transportation 277 

Women's Wear 284 

// you don't have the August issue, order it now! 


Don Paul Nathonson 


Marie Ford 



Herbert Pettey 

Ralph Atlass 
William Dclph 
Glenn Snyder 
Philip Lasky 
Roger Clipp 
C. T. Hagman 
J. Harold Ryan 

Lorenzo Richards 
oustov Flexner 
J, Hudson Huffard 
Maurice M. Chait 
Frank J. Ryan 
Mien C. Knowles 

New York 
San Francisco 

Ogden, Utah 


Bluefield, Va, 

Peoria, III. 

Kalamazoo, Mich. 


PUBLISHING OFFICE • 1004 Marquette, 
Minneapolis 2, Minn. Telephone: 
Geneva 9619. 

and Brand, 816 West Fifth Street, 
Los Angeles 13, Gal. Telephone: 
Michigan 1732. Edward Brand, Man- 

:OPYRIGHT . 1944 by Showmanship 
Publications, publishers of Radio 



Vol. 5, No. 9 



LION'S DON'T ROAR— An RS Analysis 297 

BUS LINES ON AIR LANES— Herbert D. Cayford 298 

WHAT'S WELL BEGUN— B. J. Lasser 300 


A TOOTHSOME BIT— Howard W. Davis 304 

WE, THE PEOPLE— An RS Analysis 306 






SUBSCRIPTION RATES: United States and possessions, $2.50 
one 3'ear ; Canada, $3.00. Single copies — 25 cents. 

CHANGE OF ADDRESS should be reported to Radio Showman- 
ship Mag:azine, 1004 Marquette, Minneapolis 2, Minn., three 
weeks before it is to be effective. Send old address with new. 





Essentially, If is a REC- 
ORD SHOW, although It is not simply ANOTHER RECORD SHOW. And it Is a Quiz Show, 
although It Is NOT SIMPLY a Quiz Show. You might call this an unseen audience participation 
show ... for ALL WOMEN . . . because 

This program was conceived to provide authoritative and useful infor- 
mation for ALL WOMEN — not in the pedagogic manner, but in a way that 
will challenge their common sense and Ingenuity In hypothetical situations ) /\^\^ ( / / 
that occur dally In THEIR lives. 


For example. It could be a situation provoked by wartime shortage 
of basic essential foods calling for an adequate nutritional substitute; It could be a situation 
calling for the urgent repair of a vitally needed home article which Is 
dIfRcult to replace at this time; it could be a situation calling for a knowl- 
edge of etiquette. 


At the outset the announcer will make it known 
that there are five questions to be answered . . . five questions to be answered by solving a situa- 
tion in which the listener mentally places herself. At the close of each program, 
there Is a carry-over riddle to be answered the following day. 




Fifteen minutes, 5 a week, 13 week Series. You may 
purchase this show one time or five times a week. This is a live show, transcriptions 
available if desired. We i^r^ ready to air this show at once. 

B^^J^^^^^^ 25% of air time used, payable in advance weekly. 
Protected areas. Let us handle your script problems. We 
have a catalog of program ideas contained In 5, 15, 
and 30 minute scripts. We invite you to 
avail yourself of our services. 

NOTE: Promptness of your re- 
ply Insures preference In your area. 


c/j. CJ//is fA ssociates 


14 WEST 45t„ ST., N.Y. 19, N . Y. 

An Editorial 

TODAY, RADIO is making hay, and the sun shines on. Newsprint 
shortages, and space ciirtaihiients in other media have seen the 
die-hards who held out for the visual impact over the oral fall into 
line. Sure! They're buying time. Those advertising dollars are going 
for time instead of space. But are they sold? 

Whether those w^ho buy time today continue to buy at war's end is 
a horse of a different color. Now it's any port in a storm. It's up to 
radio to determine whether these new-to-radio accounts stay with 
the medium or swing back to white space and copy blocks. 
What the time salesman has to sell now isn't time. He's selling good 
will as an investment in the future. The man with the rate-card 
who sells just that and nothing more today w^ill continue to be a 
welcome guest w'hen the drums of war cease to roll. 
New accounts need to be schooled in radio techni(jues. They need 
to get the feel of the medium. The medium has to produce residts. 
All this has to be done under the handicap of limited time avail- 
abilities and all the rest of it. It isn't a question now so much of 
picking the time availability, the program, or the station; , rather, 
it's taking what is open. And in spite of this, radio has to produce, 
or it will find its new acquaintances are fair weather friends. 
THAT'S THE JOB of the rate-card boys these days. Those calls on 
old accounts, the tips passed on to new clients are investments in 
the future. The honeymoon will be over then. It will be every man 
for himself. No matter how good business is, no station can afford 
to lose its smallest customer, or the good will of that customer. Now 
is the time to really sell the man who buys the time. 



by E. J. SPERRY, director of radio 

■ arable of the Loaves 

^^ To turn one loaf into many sales, efficient opera- 
tion, correct costs and quality of the product must be 
considered first before advertising can go to work to 
secure the necessary new customers each and every 
day, writes the director of radio for the W. E. Long 
Co., bakery management advisory service, Chicago. 

MANAGEMENT of radio advertis- 
ing for the baker is completely 
different from all other forms of adver- 
tising due to the fact that bread is a 
perishable product which must be baked 
fresh every day and sold during the trad- 
ing hours of that day. 

One might say that the baker closes 
his business every night at sundown and 
opens a new business each morning at 
sunrise. All of his customers must be 
generated within the day ahead, and the 
only cumulative value that he can hope 
to gain must come from the quality of 
the bread itself, combined with consum- 
er acceptance of whatever brand name 
he chooses to put on his loaf of bread. 

Unlike other food products sold in 
grocery stores, there is no permanence 
in a brand name attached to bread (this 
is best proved by the fact that it is possi- 
ble to go into a wholesale bread market, 
change the l)rand of bread over-night, 
and eventually come out with sales that 
show an increase over the abandoned 
brand) . 

Any baker who feels that a jjariicular 
brand of bread that he owns has any 
definite value in an o\erall period of 
years is fooling himself. His bread brand 
name is worth onlv as iniuh as he makes 

it worth on a particular day of business. 
Repeat sales of bread can only be cre- 
ated by the quality and uniformity of 
the bread itself. 

Bread is one commodity that cannot 
rely on advertising alone for its success. 

To describe our method of handling 
radio advertising, and oiu' method of 
placing such radio advertising on the 
radio stations so as to secure the maxi- 
mimi results in bread sales, it is neces- 
sary to first get the horse ahead of the 
cart. Radio advertising in the minds of 
the executive staff of the W. E. Long 
Company is worthless imless it is pre- 
ceded by the proper engineering and 

Wf. of the W. E. Long Company Radio 
Division are iniable to c()m})ete with 
writers who with flowing words and 
sweet sounding phrases exude the suc- 
cesses of their partictilar campaign or 
radio show. This reticence of conmient 
(onus not from criticism of the other 
fellow's method or campaigns, but from 
the fact that the W. E. Long C^ompanv 
is the only organization of its kind in 
the world; employing only those meth- 



ods that have been a proven success over 
the 44 years of our history in the baking 

Promotional advertising in trade pa- 
pers, circular letters and numerous dis- 
plays telling of the merits of the W. E. 
Long Company Radio Division might 
lead some to think that ours is strictly 
an advertising business. This is not a 
fact. The W. E. Long Company is a 
bakery management advisory service, 
maintaining extensive food laboratories 
out of which have come some of Amer- 
ica's great food and cereal processing 

In the handling of radio advertising 
for one of our associate bakers we do 
nothing until our Auditing Division has 
ascertained that production costs, man- 
agement costs, labor costs, ingredient 
costs, sales costs, and plant costs are right 
and proper not only in relationship to 
profit for the baker, but for the assur- 
ance of the best loaf of bread that the 
consumer's money can buy in the par- 
ticular market. 

Then the weight of our food cereal 
laboratories comes into play, not only 
on a basis of laboratory tests in Chicago, 
but on a basis that travelling produc- 
tion men (bakers) who are expert in 
producing the finest loaf of bread, give 
their approval to the bread to be offered 
to the consumer. 

Working hand-in-hand with the Audit- 
ing Division and the Laboratory Divi- 
sion, the Engineering Division sees to it 
that the loaf of bread is produced under 
the most scientific baking conditions pos- 
sible and when these three divisions 
have finished their work, then and only 
then, are the advertising divisions per- 
mitted to set up budgets and plan an 
advertising campaign. 

These advertising campaigns must at 
all times coincide with sales figures and 
profits refiected on the books of the Aud- 
iting Division. 

Now we have several things. (1). The 
bakery plant is under efficient operation. 
(2). Costs are correct for both the baker 
and the consumer. (3). Bread is at the 

peak of pel fection and can generate its 
own repeat sales. (4) Advertising can go 
to work to secure new customers each 

1 he balance that has been set up by 
this operation has proved successful for 
44 years; advertising will generate new 
customers, and scientific baking will turn 
out a loaf of bread so uniform in good- 
ness that repeat customers will be in- 

The next operation is the setting up 
of a budget based on actual gross sales, 
and a definite set amount of that budget 
will go to radio. 

At this point, the Radio Division, after 
a careful survey of the particular mar- 
ket, will set up one of three radio poli- 
cies to be followed. (1). Transcribed spot 
announcements. (2). Radio shows. (3). 
Transcribed spot announcements and 
radio shows. 

If the budget is to be spent on tran- 
scribed spot announcements we insist on 
several out-of-the-ordinary policies which 
have made so many bread sales in the 
past that the associate baker is not ad- 
verse to accepting them. (a). We will not 
accept a contract for less than one year, 
calling for a 52 weeks schedule on the 
radio stations selected, (b). Spots are 
placed only on Monday, Tuesday, Wed- 
nesday, Thursday and Friday. (We hold 
that Saturday is an inefficient day for 
bakers because people are trading in the 
stores and it is obvious that they cannot 
be in the stores and at home listening 
to their radio at the same time. We do 
not approve Sunday advertising for 
bakers because in most cases grocery 
stores are not open on Sunday and bread 
is not for sale.) (c). Transcribed spots are 
to be placed only between the hours of 
8:00 A.M. and 3:30 P.M. (We consider 
these the hours in which we will reach 
the greatest number of housewives be- 
fore they go to the grocery stores. Statis- 
tics show that most grocery shopping is 
done between 3:30 in the afternoon and 
6:30 at night, and again it is obvious 
that women cannot be in the grocery 
store buying bread and listening to their 
radios at the same time. And we hold 



thai atier (3:.^0 P.M. the ^\•()man has pur- 
chased bread and is no longer interested 
in our advertising.) 

If Ave set up the Number (2) policy, 
that is, Radio Shows, we will not buy 
Satiuxlay or Sunday (unless these days 
are given to tis as a bontis, and even 
then we wotdd sooner not have them), 
and we insist that these radio shows ap- 
pear between the hours of 8:00 A.M. and 
.^:.^0 P.M., basing our reasoning on the 
same logic that sets up otn^ policy on 
spot annotuicements. (\Vc are most open 
in oiu^ disctission ol this matter with oiu' 
associates and these policies are well 
publicized to the baking industry.) 

Of the time between 8:00 A.M. and 
f):'M) P.M. we woiUd prefer to appear on 
the air between 8:00 and 8:30 A.M. be- 
cause of oiu' belief that by so doing we 
jcach the entire family, thereby selling 
the brand name to the housewife who 
buys abotit 87 per cent of the bread, 
and at the same time having some op- 
porttmity to reach some few grocers who 
tune their sets in at this early time while 
they are cleaning up their store and fm- 
ther, reaching other members of the fam- 
ily who are at breakfast or preparing for 
work, thus selling acceptance of the 
leaker's brand when it is served on the 
iai)le that evening. If this time is not 
axaihible we will accept other time, and 
oui second preference is between 12:00 
and 1:00 (huich time) because we feel 
that at lliis period many women discover 
lliey need bread and will remember oiu' 
l^rand name, and in a great number of 
liomes other nuiiiixis of the family are 
home foi" huHli, thus affording some 
extia Mi( iilalion. (We feel that 8:00 lo 
H-A'A) A.M. and 12:00 to 1:00 noon, are 
choice (family) spots, and most of oiu' 
surveys of radio proxc that liinc-in is 
g)-eal(i dminL; these |)criods.) 

1\ IJK s(l((li()n ol a ladio show we de- 
inand liial (he show he hiiill on slri(ll\ 
local lines with siii(il\ hxal appeal. We 
will buy any show ihal (Ms the spec ih(a- 
tions and wehome soli(ilalions Iroin 
pro{|u((is, ladio stations and lians(iij) 
lion ( onipain'es, e\cn though \\c niaiui- 


factme and produce a great number of 
radio shows in our own office. (We pur- 
chase as many radio shows on the out- 
side as we develop inside our office.) 
But our major concern in the selection 
of a radio show is whether or not it 
meets local listener demands, and fits the 
policy of the local station along with the 
marketing policies of our local associate 

Our business is transacted entirely 
with local, wholesale independent bak- 
eries. We have no network shows, or 
blanket syndicate shows, and we do not 
want them. Forty-fotu' years of experi- 
ence has proved that it is impossible to 
develop one radio show that can be sold 
to exjery baker, everyivliere, and be as- 
sured of success. 

tvERY locality and the baker within 
that locality has a different set of condi- 
tions, and no single radio show can sell 
bread in all parts of the cotnitry. (We 
have a show in an Eastern city that has 
been a sensational success for four years, 
}'et this show has not been a success in a 
city of equal size in the deep Soiuh, and 
in the far W^est. W^e have another show 
which has been a siucess in 36 cities 
scattered from coast-to-(oast and border- 
to-border, yet we would not put it in 85 
other cities because oiu" surveys showed 
that the listeners in these 85 cities would 
not prefer this type of show.) 

In our opinion it is a weakness in the 
a})pli(ation of radio to the sale of bread 
to headline the fact that ''umpteen 
bakers are rufuiitig this program success- 
fully," or, "Hoogenhoffer's Bakery sold 
seventy fuilliof} loaves of bread in one 
(lay leith this p)(>grafii — you ((in do the 




An RS Analysis 

Lion's Don't Koar 

Radio helps the Lions store, Toledo, 0., maintain its place 
in the sun as a family institution with public and employee 

RADIO doesn't claim that it replaces newspapers as an achertising medium 
tor department stores, tor great is tlie power tliat lies in the acttial vision- 
ing of objects. However, radio does perform a number of valuable services for 
retailers, not the least of which is the instittuional angle: it makes people 
store-name conscious; it helps a store show its gratitude to its friends, and the 
influence of this type of broadcasting on store personnel is reflected in greater 
courtesy to patrons, and increased loyalty to the store. 

Such things make up the role Avhich radio plays for the Lion Store, 
established for 87 years in Toledo, O. Considered the first department store 
in the city, it was also among the first in accepting and using radio on a per- 
manent basis. \\^ith the Lion Store, radio is another of the tools it uses to 
maintain its position as a family institution. With radio it builds lasting 
friendships among patrons and customers serviced in the area. 

Its radio promotion has always been institutional in nature, and the 
Lion Store offers both entertainment and service to Toledo listeners. One 
such featme was the Mystery Chef, heard o\er WTOL, and its ten-months 
sponsorship marked another first. The Lion Store blazed a trail for other 
firms in the area in respect to promotion of their businesses by network co- 
operative shows. Local tie-ins on this Blue Network feature were handled 
by Dorothy Peterson, who has since become known as the Voice of tJie Lion 

AVhen the Lion Store wished to expand its promotional activities over 
\\'TOL, entertainment and service were once again foremost among the con- 
siderations. Musical Memories began in October, 1943. Nostalgic tunes of the 
past, pltis reminiscences by announcer-writer Chtick Halteman were broadcast 
six times weekly, 8:30-8:55 A.M. Dorothy Peterson, the Voice of the Lion 
Store, appeared in two midway local commercials, accompanied by the iden- 
tifying theme music. La Golondrina. 

As an interesting tie-in with Musical Memories, Tomorrow's Memories, 
was conceived in January, 1944. Replacing the Mystery Chef heard at 2:15 
P.M. five days weekly, the format consists of modern, popular hits of the day 
with special Places in the News stories by Chuck Halteman, whose comment 
highlights the headlines of the day which will become memories tomorrow. 

In each series, opening and closing credit lines, designed to establish the 
store as a family instittition, run to about 50 words. Example: 

"Out of melody's past, the Lion Store, Toledo's first department 
store, brings your Musical Memories . . . memory songs tJiat are for- 
ever new." 

In addition to its program offerings, the Lion Store supplements its 
schedule with several morning chain breaks, as a part of the service pattern 
which the firm established over 87 years ago. 


Considered Toledo's first department 297 

ore, the Lion Store was also among the 
St to accept radio on a permanent basis. 

Pacific Greyhound Lines Finds Wartime 
Uses for its S-Vear Old Travel Series 

Bus L 


. . . on the Air Lanes 

by HERBERT D. CAVFORD, ?ac\fic Coast manager, Beaumont % Hohman 

OVER eight years ago Pacific Greyhound 
Lines, West Coast division of the nation- 
wide Greyhound System, auditioned a modest 
travel promotion program called The Romance 
of the Highways. The commentator was Com- 
mander A. W. Scott, a retired British Naval 
Officer, who was featured as "tlie noted world 
traveler." The program clicked, and from one 
station it soon moved to Mutual's Western net- 
WT^rk, at that time consisting of 16 stations. To- 
day The Romance of the Highways is broadcast 
every Sunday morning at 10:15 over 35 stations, 

• When the Beaumont 
8C Hohman Advertising 
Agency opened its first 
office in Fresno, Cal., 
Herbert D. Cayford was 
the first employee. In 
25 years adman Cayford 
has seen one office grow 
to 13 in these United 
States, two in Canada. 
Now executive vice presi- 
dent in charge of the 
Pacific Coast, he is also 
account executive for Pa- 
cific Greyhound Lines. 

including the Mutual and Ari- 
zona networks, and KOH in 
Reno, Nev. 

Ratings on the program ha\e 
always been consistently high, 
rivaling some of the best-known 
features on the nationwide net- 
w^orks. As an indication of the 
large audience, an appeal for 
junk jewelry for jtmgle fighters 
overseas brought hinidreds of 
prepaid packages from individ- 
ual listeners and many organiza- 

Before the war. Commander 
Scott and his microphone part- 
ner, liill I'racy (whose real name 
is \V\\{ Davidson), told Western 
stories and look listeners on 
Radio Bus journeys to the ro- 
mantic and interesting j^laces 
readied by CiREYHOUND on West- 
ern highways. 7he object, of 
course, was to stimidate Grey- 
hound travel, and the program 
was highly successful. 

Since Pearl Harbor, however, 
I he Connnander has switched his 



• (Left) . . . When Commander A. W. Scott 
made a one-time request for junk jewelry, fight- 
ing men in the South Pacific got plenty with 
which to barter. Commander Scott and Phyllis 
Neuman check over packages. 

• (Above) . . . With Commander A. W. 
Scott in the driver's seat, listeners make weekly 
departures for parts unknown. When a plane 
crash grounded Scott permanently, he took a 
job for Cook's Tours, later became a public 
speaker. It was his familiarity with far-off 
places that got him into radio, and he has now 
served for eight years as a "Cook's Guide" on 

bus drivers and employees lor Gri.y- 
iioiiNi) shops, depots and ofhces. 

l^lic Romance of the Highways is a 
nalural lor bus transportation, and Pa- 
cific Greyhound Lines plans to develop 
the program still more in the post-war 

Pacific Greyhound's Radio Bus ra- 
conteur, Gommander A. W. Scott, is by 
birth, the younger son of a titled Eng- 
lish family, and by choice an American 
citizen. His adventurous career started 
at the age of ten, when he stowed away 
on a British sailing vessel and didn't 
get home again for two years. He joined 
the Royal Navy as a cadet at 13, became 
an aviator and first began to fly in 1912. 
At the outbreak of World War I he was 
a Lieutenant-Commander in the Royal 
Navy Air force. "In reconnoitering over 
the German lines," he said, "we used to 
wave at the pilot when we met an enemy 
plane. No one thought at first of one 
plane fighting another. Then one day a 
German plane came up with a rifle, and 
the next day we flew with a machine 
gun. We only had eight planes when 
the war started, and I well remember 
one of the experimental contraptions I 
flew that had 32 flying surfaces, like a 
Venetian blind." Before the war he used 
to travel about 3,300 miles a month over 
Pacific Greyhound routes, making talks 
before schools, clubs and other organi- 
zations, and gathering material for The 
Romance of the Highways. 

locale to foreign lands, and the Grey- 
hound Radio Bus travels . world high- 
ways to the places around the globe 
where Americans are flghting. The com- 
mercials aim to keep the traveling pub- 
lic aware of Greyhound's important part 
in the war eftbrt and to tell of future 
plans for finer busses and greater service 
to post-war travelers. The program has 
also been used effectively to recruit new 



Whafs >»i 

FIRST, let me say that we have been constant 
ladir) advertisers for abotit ten years, and we 
have never been off the air for any one week 
during that period. This doesn't imply that we 
know all there is to know about radio. Far from 
it! We're still learning, and still willing to 
learn. But in the ten years that we have used 
Kn^ as an advertising medium, we have made 
certain observations aboiu the use of broadcast 

Programs are one of the first and foremost 
problems. In new'spaper advertising, the space 
buyer doesn't have to worry aboiU the editorial 
content of the paper in which his advertisement 
appears. And he doesn't get any credit for that 
editorial content, either. In radio, he docs have 
to concern himself with the editorial content of 
the time he uses, and if he selects a problem 
which interests the listeners, he gets full credit 
for it. Right there is one of the advantages of 
broadcast adxertising. It is also one of the re- 

Actually, it is a simpler problem than the 
new-to-radio advertiser imagines. There is no 
one program that solely meets a given set of c ir- 
(innstances, and in considering program possi- 
Ijilities, it is well to remember that any one of 
several jjrograms might serve the piupose ecjual- 
ly well. It is well to remember tliat every pro- 
gram reaches an audiente, and ilu- public has 
h'ked nearly every type of program that has been 
)ut on the ;iir. New and original ideas have con- 
nihuted more than anything else to the tremen- 
dous iiiowth of radio as an entertaimnent and 



♦ ♦ ♦ 

by B. J. LASSER, manager, Simon s 
furniture Co,, Yakima, Washington 

advertising medium, and all offer an ef- 
fective vehicle for the commercial mes- 

Programming after all, is the liteblood 
of radio, and this programming is the 
product of a public demand. Progiams 
stay on the air over a period of time be- 
catise the portion of the ptiblic which 
the advertiser wants to reach w^ant them 
there. The advertiser's job, then, is to 
create a program that is ivauted. 

In that connection, the size of the 
atidience is not the important thing. 
After all, a popular program is not nec- 
essarily a selling program, and countless 
small programs with comparatively small 
ratings do a terrific selling job, because 
the atidience though small, consists of 
regular listeners who are extremely loyal 
and responsive. 

How, then, can an advertiser deter- 
mine what is a wanted program? It boils 
down to this. Any type of program can 
be productive, provided, (1) it is shaped 
to fit the audience the sponsor wants to 
reach, and (2) it is adapted to the pur- 
poses and policies of the advertiser. It 
isn't enotigh to select a program that 
most people like. A program should be 
liked by the particular group the spon- 
sor wants to reach. 

In the case of the Slmon's Furniture 
Co., Yakima, Wash., otir store sells mod- 
erate priced furniture to farmers, small 
business men, white collar workers, me- 
chanics, and others in that income 
group. VV^e do not go into decorative 
lines of furniture, but stick to staple 
lines and styles. In our selection of pro- 
grams, it is this particular group we keep 
in mind. When a program also fits our 

• Ad-vice based on ten 
years of radio advertising: 
pick the show shaped to fit 
the audience you want to 
reach; adapt it to your 
purposes and policies; ex- 
periment along sound 
lines, and stick with the 
show as long as it serves 
your purpose. 

sales policies and objectives, we arc com- 
pletely satisfied. 

Of course it isn't as cut and dried as 
that. We have experimented with a lot 
of different types of programs, and I 
don't believe that any advertiser tising 
radio is fair to the medium or to his 
business if he is not willing to experi- 
ment along sound and logical lines. 
There is no guarantee that just being 
on the radio will bring instantaneotis 
sticcess to any advertiser. 

For example, our Pet Peeve program 
was on the air for four years. Three 
times weekly listeners heard this qtiar- 
ter-hour broadcast over KIT. Listeners 
wrote in peex'es and the announcer, call- 
ed Pet Peeve Doctor, answered them. 
Thousands of letters were received, and 
through the cooperation of a local the- 
atre, we gave away 12 theatre tickets 
each week for the best letters. 

This series ilhistrates what I mean 
about experimentation. We tried a Pet 
Peeve broadcast direct from otu^ win- 
dow, and had customers or passers-by 
read the letters. At first it was success- 
ful, but when wt began to have trotible 
getting people to appear an the broad- 
cast, we abandoned that angle, but we 
sttick with the show. Eventually, we felt 
we had reached the saturation point in 
listener response, and we had an idea 
that we were reaching, not the prospec- 
tive ctistomer, btit rather cranks. At that 
point, we switched programs. 

What took its place was ptue corn. 
Heard three times weekly for 15 min- 



Lites, Lem would come on the air some 
thing like this: 

"Howdy, folks, this is yore old 
friend and neighbor Lem a-talkin' 
at ya . . . yes sir, and yes mam . . . 
your old friend Lem . . . and man- 
and-boy, am I tired . . . was a-diggin' 
pertaters all last week, and gosh 
dern it, my back shore is sore . . . 
guess I'll jist have ta go down ta 
Simons Furniture Store and git one 
of them there Ostermoor Mattresses 
they heve bi?i a-sellin' down thar." 

This whole spiel was country, through 
and through. But did it click! I'd have 
Lem on the air yet, but Uncle Sam took 
him. The audience we wanted to reach 
liked the program, and the program pro- 
duced business. Plenty of it! That's good 
enough for us. 

There's another point about radio. 
You ha\'e to develop a thick skin where 
amateur opinion is concerned about a 
program. If a business associate, some- 
body's secretary, or even your own wife 
tells you they heard your show and that 
it is lousy, you can console yourself with 
the contemplation of sales figures. 

Right now, we're coasting. Our cur- 
rent program, Biiig Crosby, consists of 
recorded music, and while I personally 
don't particularly like recorded songs, 
we're riding along with it until we can 
determine (1) whether it interests the 
audience we want to reach, and (2) 
whether it is suited to our policies and 

VVhere do spot announcements fit into 
this schedule? We have used, and are 
still using lots of spot announcements to 
siip])l('ment our program series. We feel 
that beiween the two, programs are defi- 
nitely to be preferred, since they gi\e 
the advertiser a better chance to get the 
selling ideas across to the listeners. Too, 
[urograms give the sponsor a more effec- 
live method of promoting the store. 

It all adds iij) to this. We are enlhusi- 
;isli( ;il)()iit radio, and plan td use it for 
years lo (onic lor one simple reason. W'v 
are conviiuecl thai it has materially helj> 
ed in building up what is a very suc- 
cessful fin nit in (■ business. 

AFTER having had the pleasant, and 
at the same time, perhaps unfortu- 
nate opportunity of being co-chairman 
with Dietrich Dirks, of radio station 
KTRI, Sioux City, la. (certainly not his 
fault) at the National Retail Dry 
Goods Assn. Sales Promotion Clinic in 
Cincinnati, O., early in April, the heavy 
mantle of expert seems to have fallen on 
my shoulders. I have been asked by a 
number of stores in various parts of 
the country for a formula for successful 
department store use of radio. 

Behold in B. 
Lewis P ose n 
that rarest of 
rare specimens, 
(I native New 
Yorker. GotJi- 
am born and 
(totham bred, 
(id man Posen 
I e a r n e d his 
reading, writ- 
ing and 'rith- 
metic in the New York public 
scJiools. At New York Univeristy, 
to supplement a scholarsJiip for col- 
lege expenses, he played violin, 
drums and saxophone in dance or- 
chestras, had his own band for 
about five years. 

With tJie B.S. degree ready for 
framing in 1925, lie got I lis first ad- 
vertising job at Macy's where lie 
went tJiroiigh errand running, pro- 
duction, proof reading, some copy 
and lay-out work. After a xoork-out 
with a small agency, he went to Litt- 
man's in New York, then to Goerke's. 
In 1928 the young-man-who-made- 
good joined AbraJiam 6" Straus as 
production manager, became pro- 
gressively copywriter, men's adver- 
tising manager, and assistant adver- 
tising manager. For good measure, 
he was in charge of credit promo- 
lions, also planned and bought 
direct mail for a number of years. 
Six years later adman Posen joined 
IJocliscliild, Kohn & Co. 



by B. LEWIS POSEN, publicity director, 
Hochschild, Kohn $ Co., Baltimore, Md. 

Baltimore, Md. ^^^ - ^ 

n ^K\e Doubt 

Program to be Effective Must Suit 
Store Character, hterest Listener 

In the utter bewilderment that prob- tions, and must, therefore crystalize their 
ably comes to all experts when they are own thoughts, the following letter was 
pinned down to concrete recommenda- sent in answer to those inquiries: 

"Dear Miss ; May 1, 1944 

With the preface that it is very hard to prescribe a radio set up for a store 
with which one is not too familiar, I shall be glad to answer your questions. 
We have been using radio on and off for about eight years, and without 
a break for about five years. In that time, we have tried many types of pro- 
grams, including a commentator to talk about the store, a morning person- 
ality, spot announcements around the clock (as many as 85 a week), and 
now we are using a soap opera. A new program we have just started answers 
the questions of seiuicemen and their families concerning problems con- 
nected with the Armed Forces. 

Frankly, I believe that any type of radio program can be productive pro- 
vided (1) it suits the character of the store, and (2) it is well enough done 
and carried on for a long enough time to build an audience for itself. My 
personal point of view is that any radio station has an audience, and it is up 
to the store to take advantage of that audience to the fullest extent. The 
more elementary principles of advertising apply here as in other media; 
the public will listen to what you have to tell them provided it is what they 
want to know. Any program must concern itself first xuith trying to do this, 
and only secondarily, with the burning message the advertiser has to deliver. 

Fm sorry I cannot be more definite than this, because Fm afraid no one can 
guarantee that a program that is successful in one store will be equally suc- 
cessful in another one. My advice is to choose carefully the program that 
fits your store's character and budget, and then keep at it until you are quite 
sure that it is successful or the people have no interest in it. 

And don't expect wonders in direct results, because you won't get them from 
radio any more than you do from your other advertising media. I hope this 
answers your questions. If not, ask again. 

Sincerely yours," 

Yes! I believe in radio, but there is no endurance and intestinal fortitude of 

universal road map to success in this the pioneer is necessary for the building 

field. The road map that works in Kan- of a successful program of any kind, 

sas City may get you completely lost in With the courage to strike out and blaze 

Tampa, Fla., or Portland, Me. The pio- new trails, any sound advertiser can use 

neer spirit coupled with the patience, radio profitably. 

SEPTEMBER, 1944 303 

by HOWARD W. DAVIS, president, Starkist Co., San Antonio, Tex. 

Choose Storkist Floration Toothpaste 
or Storkist Flotation Toothpowder ond 
experience 3 distinct revelations 

* '"he Glow .. a Brighter Smile 
if Assurance of a Fresher Breoth 

* Ihe Thrill ot a Sweeter Kiss 



IXIYIA^V 1240on Ycur DIAI 

5:15 P.M. DAILY 


WJLD— Birmingham— 5:15 & 9:30 p. m. 
KWBU-Corpus Christi-5 15 p. m. 
<AND— Corsicano— 5:15 p. m. 
<SKY-Dallas— 5:05 p. m. 
KMYR-Denver— 5:30 p. m. 
A'IBC— Indianapolis— 5:30 & 11:15 p.m. 
KGFJ— Los Angeles— 7:45 am & 5:15p.m. 
WGRC- Louisville— 4:00 p.m. 
WHBQ-Memphis— 5:30 p m. 
WDAS-Philadelphia— 5:45 & 11:00 p.m. 
KUTA-Salt Lake City-3:45 p m. 
KMAC — San Antonio — 5:15 p. m. 
KSAN— San Francisco— 5:45 p m 
KEVR-Seottle— 5:45 & 10:30 p m. 
KWTO— Springfield-2:I5 & 10 15 p m. 
KTBI-Tacoma— 5:00 & 1 1 :00 p m. 
KVAN- Portland- iC a. m. & 3:45 p. m. 


mm eJ^ 


ft; " ■"" 

Howard W. Davis, OWNEft 


A loothsome Kit 

Record Run on Record Stations 
Establishes 3 Starkist Products 

WHY has the Starkist Name the Tune Contest, 
originally conceived several years ago, been used 
consistently on a constantly expanding station list in 
major markets since 1941? Here are the facts. 

VV^hen we conceived and copyrighted the Starkist 
Name the Tune Contest it was first used on KMAC, 
San Antonio, Tex. Consequently, KMAC has been 
used as the testing and proving ground for each detail 
of the radio vehicle, but during 1944, the Starkist 
radio pattern calls for a radio campaign in each of the 
40 top markets of the nation, plus other campaigns in 
secondary markets. Stations now carrying the Starkist 
Name the Tune Contest are: 

KGFJ, Los Angeles, Cal.; KSAN, San Francisco, 
Cal.; KWTO, Springfield, Mo.; KAND, Corsicana, 
Tex.; KSKY, Dallas, Tex.; KMAC, San Antonio, Tex.; 
KW^BU, Corpus Christi, Tex.; KTBl, Tacoma, W'ash.; 
VV^LD, Bessemer, Ala.; W^HBQ, Memphis, Tenn.; 
KMYR, Denver, Col.; VVIBC, Indianapolis. Ind.; 
WDAS, Philadelphia, Pa.; WGRC, Fouisville, Kv.; 
KUTA, Salt Lake City, Utah; WDGY, MinneapoHs. 
Minn.; KCKN, Kansas City, Ka.; WHKC, Columbus. 
().; KGKB, Tyler, Tex.; K\\'[[. Poriland. Ore.; 
KFIO, Spokane, Wash.; KDAL, Duluth, Minn.; 
VVCLE, Cleveland, O.; KRSC, Seattle, Wash.; KNEF, 
Palestine, Tex.; WSOC, Charlotte, N. C:. 

Ihis cpuirter-hour record show presented fi\e days 
weekly, Monday through Friday, is heard preferably 
between 5:00 and ():()() P.M. On more than half the 
stations used, a repeat show is iiui. Mon(la\ thiough 
Friday, around 10:.H() or 1 1 :00 1>.M. 

The listeners' problem is to (orrectly ideiuify the 
foiu' poj)ular times ])lavc'd eadi (l;i\. in ordci to ^\•in 

• Newspaper ads in each area 
where the show is heard help 
boost listenership. 


cash and merchandise prizes. The listen- 
er is asked to make a list of the tunes, 
correctly identifying each one, then en- 
close the entry with a Starkist carton 
and mail to Starkist, National Bank of 
Commerce Bldg., San Antonio, Tex. 
Those who correctly identify as many as 
three of the tunes played each day are 
three-star winners and receive postpaid, 
one of the Artliur Murray Dance Books 
on how to dance smartly, by special ar- 
rangement with Arthur Murray. Those 
who correctly identify all four tunes are 
pro rata four-star winners of the cash 
award for that day. 

Monday's correct tunes are announced 
the following Monday, Tuesday's, the 
following Tuesday, etc. When there are 
no four-star winners, the prize multi- 
plies the corresponding day of the fol- 
lowing week. 

Restilts have been amazing both in 
the consistent mail returns, and in direct 
sales to drug jobbers, grocery jobbers, 
chain stores, and department stores. 
Sales in June, 1944, surpassed sales for 
the entire year of 1941. 

There are three Starkist products ad- 
\ertised on this one program; Starkist 
Flotation Toothpaste, Starkist Flo- 
tation Toothpowder, and Starkist B 
Complex Vitamins. 

Merchandising and promotion, as new 
markets are entered, include three let- 
ters sent out at intervals of ten days to 
each of the retail outlets in that area. 
The first letter is mailed to the oiulet 
by the radio station, on its letterhead. 
The second letter is mailed by the Pn- 
luk Advertising Co., San Antonio, Tex., 
the agency handling the account. The 
third letter is mailed by the Starkist 
Company direct, on its letterhead. News- 
paper ads are run by each of the stations 
carrying the account. Each station also 
uses advance spots two weeks prior to 
the starting of the contest, several times 
each day. The Starkist Company is re- 
leasing for area distribution a total of 
one million books of matches with the 
imprint of each station's call letters, fre- 
quency, and broadcast times. 

'Fhe Starkist Name the Tune Contest 
has a very definite audience appeal. Al- 
most everybody is tempted to imitate 
this aparently ridiculously simple suc- 
cess, but few programs ha\e the natural 
advantages of these four cjualifications 
incorporated in this copyrighted feature' 

No production cost. 

A universally desired prize which 
costs the manufacturer a fractional 
part of the total sales, j^lus thousands 
of secondary prizes which fit the p^sy- 
chology of the program of popular 

A contest idea, just between a guess 
and a gamble, recpiiring no effort and 
practically no knowledge. 

And most of all, the sustaining power 
of the greatest force in radio, frecjuent 
repetition of really popiUar popular 
music, with the marked dance rhythm. 

tACH program carries one 100-^vord 
commercial in the center of the period, 
with a short commercial immediately 
following the montage, plus the repeti- 
tion, incidentally, of the words, Starkist 
Flotation Toothpaste, approximately 
25 times in each prograin. Here is a 
sample of the Starkist Handkerchief 
Test copy used. 

When you smoke— just remember, 
every puff of tobacco smoke you 
take leaves a tiny deposit on your 
teeth. Smokers everywhere are star- 
tled by the Starkist Handkerchief 
Test. The Starkist Handkerchief 
Test shows conclusively how Star- 
kist cleans by flotation. 

The Name the Tune Coiitest restdts 
best on high-rated record stations in big 
markets, or on high-powered, popular- 
appeal stations in secondary markets. It 
has proven least successful on small- 
town local stations. 

All continuity is standard and each 
station presents the contest separately 
from its own studios, with the exception 
of KW^BU, Corpus Christi, Tex., which 
is fed the Starkist Name the Tune Con- 
test twice dailv, Mondav through Friday, 
at 8:30 A.M. and 5:15 P.M. from KMAC. 



We, the reopl 

Continuous Sponsorship for \3 Years of Homespun Philosophy 
is Record for Army g Naoy Department Stores, Moose Jaw, Sask, 

SIXTEEN years ago, Wilford N. 
Shultz, known to thousands of 
CHAB listeners as just plain Bill, start- 
ed a five-hour Sunday atternoon pro- 
gram. Golden Memories was a labor of 
love until 1931. That year, the Army & 
Navy Department Stores, operating 
throughout Western Canada, recognized 
the power of this homespun program. 
Last March, listeners heard the 800th 
consecutive Sunday broadcast of Golden 
Memories, presented by the Army ^ 
Navy Stores! It's still going strong. 

And it is the same type of program 
CHAB audiences have been listening to 
all these years. Old melodies, really old 
ones. One or two poeins. Hymns sung 
by a group of gospel singers. A few 
greetings, sincere, friendly words to those 
celebrating birthdays past the seventieth 
year, or congratulations to a couple 
marking their fortieth wedding anniver- 
sary. Then, perhaps, a message to a lis- 
tener miles north of Moose Jaw, telling 
him that Brother 1 om will be home on 
the early morning train, and will some- 
one please meet him? 

Ue siK h things does Golden Memories 
consist. That Sunday feature is supple- 
mented by Army & Navy with a daily 
half-hour program, Pleasant Memories, 
fashioned along the same pattern as the 
once-a-week offering. 

If there were any doiilx of I he listener 
loyahy to the man with ;m iinortliodox 
radio \()i((', the aiidiciHc response lo the 

pleas for aid to the needy in many lands 
settles that question. In 1942, the Army 
Sc Navy programs were directly credited 
with raising $42,000 for Russian relief. 
Bill Shultz had merely put the case to 
his friends, and asked them if they could 
do something about it. 

jhortly after the Aid to Russia drive 
ended, the plight of the Chinese people 
was set before Golden and Pleasant 
Memories listeners. Soon there was $27,- 
500 to give to the aid of China. 

Last fall, in conjunction with the As- 
sociated Commercial Travellers, Bill 
Shultz set to work on another project, 
that of raising $5,000 for the Saskatche- 
wan Anti-l'uberculosis League. The or- 
ganization was later presented with a 
check for $12,000! 

These are only three examples of the 
humanitarian work done by the Army k 
Navy programs. There's another angle, 
too. Hundreds are the little people who 
came to the city. Perhaps they coidd 
sing. Maybe they phned a guitar. \Miat- 
ever it was, if they had talent, Bill put 
them on his show. Dotted all away across 
Canada are men and women who can 
say, "Bill Shultz gave me my first 

Listeners only know his voice. That 
slow \()ice has said to them, "Good ajter- 
nooji, folks!" every Siuiday for more 
than 800 Sinidays. But they hear the 
simple kindliness of his words. They feel 
he's an old friend. He is! For 16 years 
he's been talking to them. 



Parable of the Loaves 


same," or, "ask any of these umpteen 
bakers about this radio show— they will 
tell you it is great." 

We maintain that the fact that a radio 
show has been successful for a hundred 
bakers is no guarantee that it will be a 
success for any other baker. Therefore, 
we recommend a strictly local radio 
show tailored to fit a local radio station 
and the marketing needs of a local baker. 

If Policy Number (3) is decided upon 
it is obvious that it is merely a combina- 
tion of Policies Number (1) and (2), af- 
fording greater coverage, greater repeti- 
tion, and greater opportunities for bread 
sales, but demanding a greater budget. 

Another point that might bear discus- 
sion is our attitude about buying time 
for spots. Twenty-two years of radio ex- 
perience has taught us that seldom if 
ever are the peaks for sale, and it is our 
opinion that a great amount of time is 
wasted by agencies in st^udying various 
commercial surveys that are based on 
questionable standards to determine 
how they can slip in a fifteen-second 
chain break ahead of Kate Smith or 
Jack Benny, or some other such star. 

In buying spots we like to buy the 
basic tune-in of a radio station, that is, a 
scientifically planned checkerboard cov- 
erage that will reach the greatest num- 
ber of habitual listeners. 

If there is one radio station in a town 
or marketing area, we like to use a mini- 
mum of 20 spots per week, and we do 
not believe in merely ordering five spots 
a day or some other number. 

It is our policy to study local market- 
ing conditions and vary the number of 
spot announcements according to the 
sales possibilities of the day in question. 

For instance, Monday, Wednesday and 
Friday have proved to be good days for 
the advertising of bread on the radio, 
but this cannot be accepted as a general 
rule. There are many cities in which 
the grocery stores close on Wednesday 
afternoon, and it is our thought to avoid 

the use of spots after 10:00 A.M. Wed- 
nesday in such cities. 

There arc other cities in which the 
stores remain open until 9:00 in the 
evening on Mondays, and in these cities 
we like to minimize the number of spots 
on Monday morning, and we maximize 
the number of spots used on Monday 
afternoon. Generally speaking, Tuesday 
and Thursday are quiet days in the 
bread business, but there are many cities 
in which Tuesday represents a peak day 
because of local conditions and in these 
cases we maximize our use of radio on 
Tuesday. There are many cities in which 
the stores close on Tuesday afternoon 
and there are many cities in which the 
stores do not open until noon on Thurs- 
day, and there are some cities in which 
the stores stay open late at night on 
Thursday. Thus, we tailor our buying to 
fit the local market. We do not buy the 
same number of spots each day. 

We do not have any miracles. We do 
not strive for sensational sales. We are 
not big shots. Our business is solely that 
of serving the local independent whole- 
sale baker with radio advertising built 
to fit his market, backed by the extensive 
knowledge and research of our Auditing 
and Laboratory Divisions. 

We like corn because underneath it 
all, corn means that which appeals to 
the solid, substantial, sturdy American 
citizens who work each day to earn the 
money that buys their daily bread. We 
insist on the finest of radio talent, the 
best of production, the finest recording, 
the ultimate in processing, and the maxi- 
mum in sales results. 

We do not have a single genius on our 
staff and have no room for great weighty 
minds that know the answer to every- 
thing. We strive to hold up to the slogan 
"Always good, sometimes great." We ad- 
mit having produced some bum shows 
and transcriptions that failed in sales 
results, but our absolute warranty to all 
bakers reads, "If you are dissatisfied, for 
any reason, real or imaginary, your 
money will be refunded without an argu- 
ment." This alone acts as a pillar of in- 
surance for both the radio station and 
the baker. 




RADIO SHOWMANSHIP welcomes unusual photo- 
graphs of merchandising stunts used by businessmen to 
promote listener interest in their radio programs. 

They Came, They Saw 

• (Below) . . . Housewives came in 
droves, 500 strong, to attend the 
Memphis (Tenn.) Breakfast Club, 
promoted by WMPS in connection 
with the national Breakfast Club pro- 
motion. Free-for-all breakfast included 
Tennessee strawberries with KEL- 
SWIFTS' BACON. Air announce- 
ments and newspaper ads solicited 
Memphis Club memberships. 

• (Above) . , . To tell 
the world of its sponsor- 
ship of Chet Huntley's 
Ten O'clock News, 
arranged a window dis- 
play in its San Francisco, 
Cal., store. (For story, 
see Showmanship in Ac- 
tion, p. 317.) 



• (Left) ... Set up in 
the Denver Public Li- 
brary is a book display 
in connection with week- 
ly NBC broadcasts of 
American Story, heard 
over KOA Saturday, 
5:00-5:30 P.M. Special 
announcement at the end 
of each broadcast urges 
Denver, Col., listeners to 
visit the library. 

Were Conquered 

• (Center) . . . Local interest is 
the keynote for the success of 
Laugh Clinic heard over WGR, 
Buffalo, N. Y., for J. N. ADAM 
8C CO. department store. Heard 
Tuesday at 8:30 P.M., contestants 
drawn from the studio audience 
compete for the biggest laughs by 
performing unrehearsed antics. 
Merchandise certificates and War 
Stamps are the pay-ofF. 

• (Right) . . . Drama that is San 
Francisco is caught In Focus by 
means of weekly half-hour broad- 
casts for NICHOLAS JOHN- 
STON, master photographer. 
Nicholas Johnston himself (cen- 
ter) emcess the show, interviews 
three city personalities on each 
broadcast. (For story, see Proof o' 
the Pudding, p. 321.) 





New radio programs worth reading 
about. No result figures as yet. 


NEWS News embellished with warn- 
ings to motorists to keep cars in good 
running condition, hints on proper tire 
inflation, motor care, other bits of ad- 
vice to stretch the last mile out of the 
old jalopy is what the Elson G. Sims 
Co., authorized Ford dealer in Vincen- 
nes, Ind., offers WAOV listeners seven 
days a week. 

Commercials are read fore and aft of 
the news, with no interruption during 
the news presentation for commercial 
messages. Quarter-hour United Press 
news series takes the place of the spot 
announcement campaign which the El- 
son G. Sims Co. had previously used. 

AIR FAX: First Broadcast, June, 1944. 

Broadcast Schedule: Monday through Saturday, 7:45- 

8:00 A.M.; Sunday, 9:45-10:00 P.M. 

Sponsor: Elson G. Sims Co. 

Station: WAOV, Vincennes, Ind. 

Power: 250 watts. 

Population: 18,228. 

COMMENT: Listeners often resent the 
intrusion of commercial messages during 
the news. Hence, such copy may work to 
the detriment, rather than to the benefit 
of the sponsor. Newscasts have become 
important show windows, and the elim- 
ination of the center commercial adds 
stature and dignity. 


VICTORY PARADE Everyone loves a 
parade. That iiuidi more popular in 
llicsc times is a I'idory Parade. In Pitts- 

burgh, Pa., the Grennan Bakeries got a 
head start on those who will march in 
the Victory Parade, offers a week-day 
quarter-hour of assorted music to WCAE 

Emceed by John Trent, the show con- 
sists of musical transcriptions, includes 
an organ selection, a patriotic melody, 
chorus numbers and an old-time hit 

air FAX: First Broadcast: June 13, 1943. 

Broadcast Schedule: Monday through Saturday, 9:00- 

9:15 A.M. 

Preceded By: Home Newsreel. 

Followed By: News of the New. 

Sponsor: Grennan Bakeries. 

Station: WCAE, Pittsburgh, Pa. 

Power: 5,000 watts. 

Population: 1,072,545. 

COMMENT: Those whose business de- 
pends on dealer distribution are mak- 
ing plans right now to cultivate the out- 
lets through whom post-war expansion 
will be possible. With radio, both the 
dealer and the consumer are kept in line. 


JUST FOR FUN What the Atlantic 
Brewing Co., Chicago, 111., wanted for 
its radio listeners wasn't anything on 
the heavy side. Rather, it wanted some- 
thing Just for Fun. That's exactly what 
Chicago, 111., listeners get when it's Tav- 
ern Pale Playtime in Chicago, 111. Fea- 
tured on the quarter-hoiu' series are The 
Vagabonds, negro song and instrumental 
quartet. Specialty: instrumental imita- 
tions and deep blue renditions of popu- 
lar tunes. 

Promotionotions: six courtesy spot an- 
noinuements a month, plus listings three 
times weekly in the station newspaper 
ad. For Your Entertainment. Other pro- 
motion by Campbell-Mithun, Inc., ad- 
vertising agency, has included outdoor 
l)illboard posters which stress the prod- 
uct and the title of the show. 

air FAX: First Broadcast: August 9, 1943. 

Broadcast Schedule: M-W-F, 10:?0-10:45 P.M. 

Sponsor: Atlantic Brewing Co. 

Station: WMAQ. Chicago, III. 

Poner: 50,000 watts. 

Population: 3,440,420. 

Agency: Campbell-Mithun Adv. Agcy. 



COMMENT: Problem for the brewer is 
to present a program of broad general 
appeal which will push the brand with 
the thirsty without giving offense to 
those who proudly wear the blue rib- 
bon. Music is almost always a safe bet. 


Schoenhofen-Edelweiss Co., for Edel- 
weiss Beer, found a five-minute spot 
following a quarter-hour show which 
closed with a summary of the latest 
sports news, it knew just what to put 
in the hole. Logical sequel to sports 
news was a sports commentary. One for 
the Book was just that. 

To get the sports fan in the radio 
stands, the transcribed, five-minute 
sports commentary featuring Sam Baiter 
has been listed ten times in the daily 
station ad, For Your Entertainment, car- 
ried in the Chicago (111.) Daily News. 
Courtesy announcements at the rate of 
two a week also help increase the tune- 

AIR FAX: First Broadcast: June 19, 1944. 

Broadcast Schedule: Monday through Saturday, 

11:15-11:20 P.M. 

Preceded By: News. 

Followed By: Music. 

Sponsor: Schoenhofen-Edelweiss Co. 

Station: WMAQ, Chicago, 111. 

Power: 50,000 watts. 

Population: 3,440,420. 

Producer: Frederick W. Ziv. 

COMMENT: By adequate attention to 
station programming, the advertiser 
simplifies the problem of getting the 
maximum audience with minimum ef- 
fort. Sports programs directed at men 
have proved to be splendid sales vehicles 
for those in the brewing industry. 


CONCERT HALL While munching can- 
dy may be frowned upon in the Dia- 
mond Horseshoe, it's strictly kosher 
when the Concert Hall is in your own 
living room. Charms Candy Co., manu- 
facturer of toothsome candy tablets. 

combines the two in a 30-minutc musi- 
cal offering heard five times weekly over 
WCAP, Asbury Park, N. J. 

Typical program fare: complete score 
of Carmen Jones. Other programs have 
feattired the music of George Gershwin, 
compositions of Fritz Kreisler, and the 
w^orks of such men as Sigmund Romberg 
and Victor Herbert. 

Brief opening and closing credit lines 
give sponsor identification. Center com- 
mercials present the Charms Candy Co. 
story. Example: 

"The Charms Company is proud of the fact ' 
that millions of their flavorful candy tablets are 
going to our armed forces both at home and 
abroad. Hard candy, such as Charms, has been 
acclaimed a Fighting Food . . . helping to provide 
energy to the men in battle on land, sea and in the 
air. Charms, in a handy five cents package, rival 
the flavors of tropical fruits. They have been the 
outstanding quality candy tablets for more than 
25 years, and today are more popular than ever. 

"In opening a package of Charms you will see 
that each tablet is wrapped individually . . . thus 
assuring you absolute cleanliness and true econ- 
omy. Today, you may not be able to get your 
favorite flavor of Charms. If your merchant is out 
of Charms, remember that our armed forces have 
first call on production, and millions upon millions 
of Charms tablets are at the fighting fronts all 
over the world." 

AIR FAX: Narrator and scripter for the feature is 
WCAP's chief announcer, George Baxt. 
First Broadcast: May 23, 1944. 

Broadcast Schedule: T-W-Th-S-Sun, 10:15-10:45 

Followed By: The Weather Man. 
Sponsor: Charms Candy Co. 
Station: WCAP, Asbury Park, N. J. 
Power: 500 watts. 
Population: 14,617. 

COMMENT: Quality music for a quality 
product makes a palatable combination. 
While many advertisers have felt that 
this type of music was too limited in its 
appeal, surveys point up the fact that it 
is a type of platter spinning of which 
countless listeners would like more. 

Department Store 

BERKELEYANA All that is romance, 
history and civic pride for the city of 
Berkeley, Cal., comes to the fore when 
Berkeleyana goes on the air for J. F. 
HiNK & Son department store. Primarily 
designed to salute little known but im- 
portant industries of the community that 
are now playing a vital part in the war 
effort, the series includes a salute to in- 
dustry in each program. Brief, complete 



descriptions of the work of each phint. 
and how the plant has been adapted to 
the fight for Victory, make up the radio- 

Most people know Berkeley as a seat 
of learning. Few think of it as an indus- 
trial center. Through its Berkeleyana 
salutes, J. F. Hixk k Son focus attention 
on this phase of civic 
life. Among those to 
whom tribute is due, has 
been paid: Cuiter Lab- 
oratories, Berkeley 
Steel Construction 
Co., Production En- 
gineering Co., and Pa- 
cific Paint & Varnish 

Originating at KROW 

San Francisco- 
is fed to, re- 

Oakland, the broadcast 
leased simultaneously, over Berkeley's 
station, KRE. Two-station network was 
originated by KROW's manager, Phil 
Lasky, to acconmiodate special public 
service needs of the East Bay. 

Program is announced by Bert Winn, 
produced by R. \V. W^assenberg, both of 
the KROVV^ staff. Semi-classics make up 
the musical portion of the quarter-hour 

Special program pyotnotioiujtion: each 
show is recorded in its entirely, present- 
ed by fliNKs to the industry singled oiu 
for the salute of the day. 

air FAX: First Broadcast: June 12, 1944. 

Broadcast Schedule: Monday through Friday, 1:30- 

1:45 P.M. 

Preceded By: Treasury Salute. 

Followed By: Variety Show. 

Sponsor: J. F. Hink dC Son, Berkeley. Gal. 

Stations: KROW, San Francisco-Oakland, Cal.; KRE. 

Berkeley, Cal. 

COMMENT: Ilirough public serxicc 
j>rogiains ol this kind, acbcrt iseis l)uild 
up good will \vhi(h will ha\c a tangible 
dollar Awd rcnis \;ihic in I!) 1-V. 


G.I. LEGAL AID When (..I. Joc' goes 
marching off, there's aj)i lo be a legal 
snarl or two lor his fainih to straighten 
out. lo help them get such matteis ship 
shape with (hie process ol law. the State 

Bar of California collaborates in giving 
G./. Legal Aid. Quarter-hom- broadcast 
is heard Siuiday morning. 

Six California lawyers serve as a panel 
on each broadcast to answer cjueries 
from service men and their families. In- 
cluded on the panel are three men of 
the bench, and three Portias. The latter, 
members of the Queen's 
BencJi, represent the or- 
ganization of women law- 
yers in the San Francisco 
Bay area. 

l^o date, G.I. Legal Aid 
has been given free to more 
than 55,000 inductees, 
fighting men and members 
of their families under the 
provisions of the Soldiers and Sailors 
Civil Relief Act. Many cases come from 
men on the battle fronts throughout the 
world, and letters requesting this free 
service have borne the postmarks of 
Europe, Asia, Africa, the .\rctic, and 
both the South and Central Pacific. 

Free service of the California Bar "ex- 
tends to all cases corning within the pro- 
visions of the Soldiers' and Sailors' Civil 
Relief Act which usually arise by reason 
of a person's 7n Hilary serxnce." Cases fall- 
ing oiuside the provisions of the Act are 
handled on the "usual civilian basis." 

air FAX: When the gavel strikes three times, the 
State Bar Legal Assistance Panel is in session. Part 
of a state-wide system of free legal aid, the tran- 
scribed series is designed to help safeguard the legal 
rights of America's fighting men and their depend- 
ents at home. When listeners send questions not 
within the scope of the series, they re.eive informa- 
tion by mail as to what agency of the government, 
the organized bar, or other group is most likely 
to be of assistance. Those whose cases come within 
the broad scope of the free program are also en- 
titled to the service of an attorney without charge. 
First Broadcast: May 14, 1944. 
Broadcast Schedule: Sunday, 10:4511:00 A.M. 
Preceded By: News. 
Followed By: Dangerously Yours. 
Station: KQW, San Francisco, Cal. 
Power: 5,000 watts. 

COMMENT: For the splendid manner 
in which radio and its achertisers have 
scjuaicK laced, met the ticmendous 
need loi public service in these critical 
linics, an ok hid. 

Poultry !jup[ilies 

LOOK AT THE NEWS From Hollywood 
to Seattle, Wash., listeners take a Look 



at the News luitli Lynden under the 
sponsorship of the Washington Co-op- 
erative Egg & Poultry Ass'n, packers ol 
Lynden Chicken. Commentator is Dr. 
Wallace Sterling, j^rotessor oi modern 
history at California Institute of Tech- 
nology. Early morning news interpreta- 
tion is heard at 7:45 A.M. through 
KGDM, Stockton, Cal.; KQW, San 
Francisco and KROY, Sacramento. 
KOIN, Portland, and KFPY, Spokane, 
carry the show at 9:30 and 9:45 A.M., 

AIR FAX: First Broadcast: July, 1944. 

Broadcast Schedule: Saturday, 7:45-8:00 A.M. 

Sponsor: Washington Co-Operative Egg dC Poultry 


Agency: Pacific Nat'l Adv. Agcy., Seattle, Wash. 

COMMENT: Who listens to luhat is to 
a large extent determined by working 
and living habits. News analysis in con- 
trast to straight reporting is a type of 
program that has largely been conspicu- 
ous by its absence in early morning 


not so long ago, it was the unusual 
housewife who had so much as heard 
of Anderson Brothers, Salina, Ka., food 
wholesalers, but food retailers in the 
territory knew Anderson's as headquar- 
ters for fresh fruits and vegetables in 
season. 1 o do a good turn for its retail- 
ers, Anderson's turned to KSAL and a 
daily five-minute commen- 
tarv on fruits and vegeta- 

Now% when the house- 
wife sits down to make out 
her market list for the day, 
she really knows her onions. 
Each broadcast highlights 
what produce is on the mar- 
ket, what fruits and vegeta- 
bles are at their peaks, other pertinent 
facts. References to Anderson's are a 
part of the script itself. Example: "Sum- 
ming up our food report, this is what we 
hax)e: Strawberries and pineapple for 
canning . . . canning now, rather than 
later; grapefruit for breakfast, and fresli 
vegetables for appetizing salads. Plan to 

get them today at your grocer's. He'll 
have them if he gets his fresh fruits and 
vegetables from Anderson Brothers of 

Placards in all retail stores serviced by 
Anderson's suggest listeners tune-in to 
the daily food report. 

AIR FAX: Ema Lou Bireline gives the daily reports 
on what's new in fresh foods. 
First Broadcast: May 8, 1944. 

Broadcast Schedule: Monday through Saturday, 9:30- 
9:35 A.M. 

Preceded By: Dorothy Day. 
Followed By: Market Report. 
Sponsor: Anderson Brothers. 
Station: KSAL, Salina, Ka. 
Power: 1,000 watts. 
Population: 21,073. 

COMMENT: Dealer good will is the cor- 
nerstone for wholesalers generally, and 
radio has earned a five-star rating from 
wholesalers who want to keep the dealer 
good w^ill potential hitting on all fours, 
also expand retail outlets. 

Heating Supplies 

FOOTBALL The Kalamazoo Direct to 
You slogan made famous by the Kala- 
mazoo (Mich.) Stove & Furnace Co. had 
real meaning for football fans unable 
to attend the University of Michigan 
games. Over WKZO, Kalamazoo Stove 
&: Furnace brought listeners play-by- 
play descriptions of the games of the 
194.^ season. 

Kalamazoo Stove k Furnace Co. 
used the series of broad- 
casts (1) to ^ive the man 
behind the man-with-the- 
gun much needed relaxa- 
tion, and (2) to pass on Of- 
fice of War Information 
messages to listeners. En- 
gaged 100 per cent in war 
work, Stove k Furnace took 
on the broadcast series as a 
part of its all-out effort to boost morale 
and aid home front war effort. At the 
half-tiiTie, a five-minute newscast kept 
listeners posted on what was what be- 
yond the gridiron. 

Kalamazoo Stove & Furnace adver- 
tising manager Jack Hilmert hued to 
the institutional line when commercials 



were put into play. Opening and closing 
announcements were devoted to 0\VI 
messages. A third commercial dealt Avith 
the firm's post-war, peacetime produc- 
tion. All broadcasts started 15 minutes 
before game-time. 

AIR FAX: Announcer Hooper 
White gave pre-game re- 
sumes of line-ups, past per- 
formances, and future out- 
looks for each team, also 
handled the play-by-play 

First Broadcast: September 
25, 1943. 

Broadcast Schedule: Satur- 
day, 1:45-4:00 P.M. 
Preceded By: Music. 
Followed By: Football 

Sponsor: Kalamazoo Stove 8C 
Furnace Co. 

Station: WKZO, Kalamazoo, Mich 
Power: 5,000 watts. 
Population: 59,311. 

COMMENT: For its tremendous listen- 
ership, there's no better bet for an ad- 
vertiser than sponsorship of play-by-play 
football broadcasts. It's a short-cut to 
quick response via one of the public's 
most vulnerable spots. 

Ice Dealers 

NEWS In Vincennes, Ind., the Ebner 
Ice & Cold Storage Co. doesn't believe 
in leaving a good thing in cold storage. 
For its good will defroster it uses a 
weekly schedule of WAOV news. Series 
does double duty for sponsor. While 
commercial copy urges the purchase of 
Cooler ATOR Ice Refrigerators, and, in 
season, chipped or cubed ice, sponsor 
also can offer listeners something to put 
in the glass. Since Ebner Ice 'k Coid 
Storage also bottles Double Cola, a .SO- 
second Double Cola transcribed an- 
nouncement gives listeners this thirst 
(juendicr: "Doubly delighljiil, double 
duty J)oublf' Cola." 

AIR FAX: Latest United Press News is the sponsor's 
dish here. 

First Broadcast: July 1, 1941. 

Broadcast Schedule: Monday throuRh Friday, 9:55- 
10:00 A.M. 
Preceded By: Markets. 
Followed By: Chisholm Trail. 
Sponsor: Ebner Ice & Cold Storage Co. 
Station: WAOV, Vincennes, Ind. 
Power: 250 watts. 
Population: 18,228. 

COMMENT: Seasonal advertisers find 
there is no closed season on advertising. 
Year 'round advertising is the best insur- 
ance on the books for businesses which 
must of necessity rely upon the seasonal 
pick-up for volimie. 

Labor Unions 

has turned black days 
into the march to vic- 
tory has been the mar- 
shalling of the work- 
ers of America into a 
tremendous produc- 
tion army. Blood, sweat and tears are 
thus translated into Manpower. Too 
often the men who have made these 
amazing production records possible are 
not aware of the part their effort has 
played in converting blueprints U) the 
implements of war. 

Not so in Califoruia where the South- 
ern California Lodge of the Interna- 
tional Brotherhood of Boilermakers, 
A. F. OF L., broadcasts a weekly series of 
cjuarter-hoiu' dramatizations over KFW^B, 
Los Angeles, Cal. 

Educational and entertaining in its 
entirety, the series is a simon-pure good 
will public relations gesture, has no trace 
of a political or labor mo\cmcnt tie-in. 
Theme consists entirely of the Boiler- 
making Craft's activities in the war ef- 
fort. End result: members of the Craft 
take increased pride in their organiza- 
tion, and the layman public is increas- 
ingly conscious of the Boilermakin(; 

With ?)() weeks of broadcasting to its 
credit, the organization had received 
highest acclaim and commendation from 
the United States Treasury Department, 
the Navy, Red Cross, U. S. Aviation 
(]()rps and numerous (ixic organi/ations. 
W^hile actors in the syndicated drama- 
tizations are not name stars, top-fiight 
Hollywood performers make up the cast. 
Labor leaders from the national scene, 
others active in the labor movement, 
have made guest appearances on the 



To acquaint members of Boiler- 
makers No. 92 with the series, stickers 
were prepared. Theme: "This is your 
shozv . . . listen to it and tell your 

AIR FAX: First Broadcast: January, 1944. 

Broadcast Schedule: Thursday, 9:15-9:30 P.M. 
Sponsor: Southern California Lodge of the Inter- 
national Brotherhood of Boilermakers, A. F. of L. 
Station: KFWB, Los Angeles, CaL 
Power: 5,000 watts. 
Agency: Lowe Features, Los Angeles, Cal. 

COMMENT: Radio can build invahi- 
able good will tor labor organizations. 
Effectiveness of series here is due in part 
to that fact that the exploitation cam- 
paign is comparable to that for a com- 
mercial product. 


ers to the Treasury So7ig for Today pay 
the piper in a twofold way in Vincennes, 
Ind. An enthusiastic user of radio, the 
Vincennes Steel Corp., foremost war 
industry in the area, makes use of the 
medium for patriotic purposes, also puts 
a burden of labor recruitment upon it. 

Makers of decks and siding for LST 
craft, Vincennes Steel has been a con- 
sistent time buyer ever since the United 
States Treasury Department made sun- 
dry programs available for local sponsor- 
ship. Current offering: daily presenta- 
tion of the Treasury Song for Today, 
over WAOV. Working in conjunction 
with the United States Employment 
.Service, sponsor has also successfully 
used WAOV for labor recruitment. 

In its sponsorship of Treasury pro- 
grams, Vincennes Steel permits no sales 
message, merely adds a strong appeal 
to listeners to dig deeper, buy more War 
Bonds. While the patriotic angle is like- 
wise stressed in the labor recruitment 
campaigns, occasional references are 
made to good wages, pleasant working 

When Vincennes Steel was the re- 
cipient of the Army-Navy "E" Award 
the flags were really unfurled. Cere- 
monies surrounding the presentation 
were broadcast over WAOV, fed to 
Evansville, Ind., destination of the prod- 

ucts manufactured by Vincennes Steel, 
over WGBF, Evansville, Ind. 

AIR FAX: Series of 48 five-tninute broadcasts was the 
sponsor's way of stepping up response to the Fifth 
War Loan Drive. 
Sponsor: Vincennes Steel Corp. 
Station: WAOV, Vincennes, Ind. 
Power^ 250 watts. 
Population: 18,228. 

COMMENT: Community pride and 
good will is an invaluable asset for any 
liiLsiness, is particularly important for 
industry. Programs of this kind repre- 
sent an inexpensive short-cut down this 
self-same path. 


their ears close to the ground are the 
hard-working editors of the weekly 
press of the nation, and what the public 
thinks and feels is clearly reflected in 
their editorial columns. Whether the 
old man thunders, or speaks in a whis- 
per, his views carry weight in the com- 
munity, and considered as a whole, these 
men give a very real clue to the question 
of whither mankind. Too often, how- 
ever, the comments and interpretations 
stop at the village limits, circulate only 
among the regular subscribers. 

Not so in Boise, Idaho, where KIDO 
brings outstanding editorials of the 
State of Idaho to radio listeners. Best 
editorials of the week are so designated 
by the Idaho Editors Ass'n. From 
those submitted, editorials are then se- 
lected at random, presented on the 
weekly broadcast. A two-man series, each 
announcer takes his turn in reading edi- 
torial opinions. 

AIR FAX: New view on news is handled by announcer 
Ralph Herbert. 

First Broadcast: June 16, 1944. 
Broadcast Schedule: Friday, 10:00-10:15 P.M. 
Preceded By: News. 
Followed By: Korn Kobblers. 
Station: KIDO, Boise, Idaho. 
Power: 2,500 (d). 
Population: 160,000. 

COMMENT: New and original program- 
ming accounts in no small measure for 
the remarkable hold that radio has over 
the listening audience. Here is one 
which taps a hitherto neglected field, 
represents something new in the news. 



Department Stares 


Promotions and merchandising stunts that 
will lift a program out of the ordinary. 


ESKAY NEWS Back in the days of 
World War 1, '77/ tell the world" was 
hot stuff. Reminding people in Fort 
Wayne, Ind., to do just that is the Eskay 
Dairy Co. Its motto developed in con- 
nection with its WGL quarter-hoin^ of- 
fering of Eskay Neivs: "Tell the world 
your news." 

Paper collar fitted around the neck 
of every bottle of milk from the Eskay 
Dairy provides space for customers to 
fill in news items about parties, com- 
ings and goings of servicemen, oddities, 
weddings, club and lodge news, other 
personal items of that nature. 

Items are then collected by milkmen 
on their routes, turned in to be sorted 
and prepared for broadcast on Eskay 

AIR FAX: Broadcast Schedule: Monday through Fri- 
day, 5:00-5:15 P.M. 
Sponsor: Eskay Dairy Co. 
Station: WGL, Fort Wayne, 

Power: 250 watts. 
Population: \ 17,246. 

COMMENT: Direct 

tic- ins between pro- 

gra in o ii e r i n g a nd 

route men make em- 

}jloyees feel that the 

company is making a 

real effort to give them ba( king. l)i i\c'is 

thus get an extra stimnlanl lor renewed 

sales elf oris. Eor sponsors who want to 

(apitali/c on llic jx-y.sonal apjxal in- 

hcjcnl in bioadc asl ing, sci ics here is 

tried and iruc. 

me, woe is me." Three times weekly at 
5:15 P.M., the plaintive melody of the 
little wooden marionette announces to 
Fulsa, Okla., small fry another chapter 
in the Adventures of Pinocchio. Heard 
over KTUL, the transcribed feature pro- 
motes the Children's Department of 
Froug's Department Store. 

Chosen to follow a 26-week presenta- 
tion of Streamlined Fairy Tales, the new 
series is likewise slanted as a selling 
vehicle for children's clothing. Commer- 
cials on the show are written in story 
book style to preserve the whimsical 
mood established by the characters in 
the well told tales. 

Froug's helps bring the fairy tale to 
life in the store itself. Gay cut-outs dec- 
orate the walls in the Children's Depart- 
ment to publicize the broadcasts. 

air FAX: Broadcast Schedule: T-Th-S, 5:15-5:30 

Preceded By: News. 

Followed By: Music. 

sponsor: Froug's Department Store. 

Station: KTUL, Tulsa, Okla. 

Power: 5,000 watts. 

Population: 147,961. 

Distributor: Goodman Radio Productions. 

COMMENT: Departmentalized radio of- 
ferings lor department stores have 
proved to be one of the keys to success- 
ful use of broadcasting for retailers. 
With such a plan, additional programs 
may be taken on as increased sales justi- 
fy the expenditure. 



While the progress of 
the war depends upon 
united eflort. each state 
is justifiably proud of 
the deeds and perform- 
ances of its own sons 
and daughters. In In- 
dianapolis, ind., Hoosiers at War has 
helped keep the fighting f)l()()d l)()iling 
lor ()\er a year. 

1 leard over VVFBM, the public service 
leatnre is sponsored three times weekly 
1)\ I he (iKAiN Dkaikrs National Mu- 



lUAL Fire Insurance Co. 

General framework of the 
program is musical with 
featured participations by 
such war service organiza- 
tions as the Red Cross, and 
the WAC recruiting office. 
Rationing reports are in- 
cluded, and Treasury Song 
Parades are used to push 
W'dY Bond drives. On occa- 
sions such as the Fifth War 
Loan Drive, bedside inter- 
views are conducted with 
wounded veterans at Bill- 
ings General Hospital in 
place of the customary interview par- 
ticipations by war service groups. 

In keeping with the general tone of 
the program, Grain Dealers has keyed 
most of its copy along the line of fire 
prevention and the patriotic aspects of 
wartime care in preventing the loss of 
property through fire. Likewise, in keep- 
ing with the nature of the program, 
Grain Dealers offers a full color war 
map of the world as a free give-away to 
interested listeners. 

Copy planner for Grain Dealers is 
O. M. Earl who does not design or ex- 
ploit the program in any manner as a 
direct sales producing device. Its chief 
function for Grain Dealers: a public 
good will instrument through the use of 
which the sponsor cultivates extended 
good will among the executives of the 
\arious war service organizations. 

air FAX: Station account executive is Don Menke. 
Scripted by continuity editor Hugh Kibbey, the 
show is a quarter-hour feature. Commentator LyeM 
Ludwig is identified as "your host for Hoosiers at 

First Broadcast: July, 1943. 
Broadcast Schedule: T-Th-S, 5:30-5:45 P.M. 
Sponsor: Grain Dealers National Mutual Fire Insur- 
ance Co. 

Station: WFBM, Indianapolis, Ind. 
Power: 5,000 watts. 
Population: 422,666. 

Men's Wear 


When Foreman 'k Clark, 
"world's largest upstairs 
clothiers," took on spon- 
sorship of Chet Huntley's 
Ten O'clock News, it didn't 
hide its light under a bush- 
el. Personal letters were 
sent to the home addresses 
of Foreman & Clark em- 
ployees in Oakland and 
San Francisco (Cal.) stores. 
For all mail and packages, 
a colorful package insert, 
postcard size, was prepared with Hunt- 
ley's photograph as well as time-and-sta- 
tion data. 

For window shoppers. Foreman & 
Clark devised a window exhibit with a 
background of world maps and photo- 
graphs of battle front correspondents 
to highlight a news teletype machine 
carrying late bulletins. Enlarged photo- 
poster of commentator Huntley called 
attention to the Ten O'clock News. 

Numerous personal appearances at 
which newsman Huntley was the fea- 
tured speaker added the personal touch. 
To top it off, Foreman & Clark em- 
ployees were introduced to Huntley at 
special morning meetings held in pre- 
business hours. Display newspaper ad- 
vertisements and courtesy announce- 
ments also contributed to the build-up. 

air FAX: Scheduled on a 52-week basis, the series is 
heard five times weekly. Topflight newsman Hunt- 
ley is the winner of the 1943 George Poster Peabody 
Radio Award, and Variety's 1944 Showmanagement 
Award for his program series, These are Americans, 
dealing with inter-racial tolerance. 
First Broadcast: June 14, 1944. 

Broadcast Schedule: Monday through Friday, 10:00- 
10:15 P.M. 

Sponsor: Foretnan & Clark. 
Station: KQW, San Francisco, Cal. 
Power: 5,000 watts. 

Agency: Botsford, Constantine 8C Gardner, Los An- 
geles, Cal. 

COMMENT: Seeds j^lanted now will 
definitely lessen sales resistance, pave the 
way for sales-producing contacts in the 
post-war era. Definitely a prestige build- 
er, a program series of this kind creates 
a maximum amount of good will for its 
patriotic minded sponsors. 

COMMENT: Advertisers have found 
that a radio series serves as an effective 
sales stimulant among employees. When 
such an offering becomes a part of a co- 
ordinated advertising campaign, it serves 
a useful purpose on many fronts. (For 
pic, see Showmanscoops, p. 308.) 



Men's Wear 

JOBS FOR HEROES How to fit ten mil- 
lion men back into civilian life is a 
64 dollar question, and one that will 
play a vital part in the post-war. For 
those already returned to civilian life, 
and for those still in the thick of the 
fight, the correct answer to the question 
is a matter of bread and butter. 

To aid the Veteran's representative 
attached to every office of the United 
States Employment Service, and to ac- 
quaint families of service men return- 
ing now or in the future with the efforts 
being made to find Jobs for Heroes, a 
weekly radio series is offered listeners in 
San Francisco, Cal. Behind the peace of- 
fering stands Moore's Store for Men. 
Commercials are held to a minimum 
and every man appearing on the pro- 
gram receives a gift order on the store 
as a token of appreciation and a remin- 
der of Moore's sincere desire to be of 
service to rettirning war heroes and their 

Mothers, wives and sweethearts write 
and telephone for further information 
as to how they can help their returning 
service men make the transition from 
uniform to business suit. Men appearing 
on the show tell their experiences in 
job rehabilitation in the hope it will 
help other buddies. 

Every Thursday at 1:30 P.M. four dis- 
charged veterans appear as guests at a 
luncheon broadcast. What gives the 
show a new twist is the fact that veterans 
appearing on the show are not looking 
for jobs. Each already has a permanent 
position secured through the efforts of 
the Veteran's Placement offices. 

AIR FAX: First Broadcast: May, 1944. 

Broadcast Schedule: Thursday, 1:30-1:45 P.M. 

Sponsor: Moore's Store for Men. 

Station: KSFO, San Francisco, Cal. 

Power: 5,000 watts (d ) . 

Axency: Brisacher, Van Norden dC Staff. 

COMMENT: While (omnuicial spon- 
soisliip ol a scries of this kind is a mal- 
lei ol kid gl()\(' (li])l()ma(:y, it is a type 
of pjogram tlial any advertiser miglit 
well be proud to stand behind. Certain- 
ly such features represent a real service 
to the man for whom the post-war is now. 

only ask, they also 
swers direct from 


ASK WASHINGTON In these days 
when of necessity the government must 
exercise to the full the role of the Great 
AVhite Father, interest itself in various 
and sundry phases of private enterprise, 
individuals anxious to follow the straight 
and narrow path must Ask Washington 
whether their actions are within the 
rules and regulations. 

In Philaclelphia, Pa., listeners not 
receive straight an- 
the horse's mouth. 
Sponsored by the 
Bachr ACH Stu- 
DioES, Newton, 
Mass., for its pho- 
tographic studio 
branch in the 
Quaker City, Ask 
Washington is a 
weekly qu arter- 
hour series of ques- 
tions and answers. 
Listeners are invited to send in ques- 
tions pertaining to the Washington 
scene, whether it be pertinent to the 
war, rationing, politics, or other war- 
time activities. All answers come direct 
from government officials. 

AIR FAX: Station's own Washington reporter goes 
direct to the source in the nation's capitol for 
answers to listener-sent questions. Answers are pre- 
sented in Philadelphia by assistant program man- 
ager Norris West. Questions are asked by two 
voices, male and fem.ale, on the three-voice show. 
First Broadcast: June 15, 1944. 
Broadcast Schedule: Thursday, 6:15-6:30 P.M. 
Preceded By: Sports. 

Folloned By: Time Out With Ted Steele. 
Sponsor: Bachrach Studios. 
Station: WCAU, Philadelphia, Pa. 
Power: 50,000 watts. 
Population: 2,081,602. 
Agency: Needhatn & Grohmann. 

COMMENT: Techni(jues and ap])roach- 
es change with changing conditions, 
lime was when advertisers were inter- 
ested only in hard-hitting sales ])ro- 
grams, more or less gave service broad- 
casts the cold shoulder. When war con- 
ditions booted out heavy-handed sales- 
manship, ad\('itisers found that service 
piograins perform invahiable service. It 
is (|nit(' pi()l)able that even in the post- 
war, such features will increase in popu- 




News and views of current script and transcribed releases back- 
ed with showmantips. All are available for local sponsorship. 

Quiz Feature 

WHAT WOULD YOU DO? If you want- 
ed a record show that was not simply an- 
other record show; if you wanted a quiz 
show that was not simply another quiz 
show; if you wanted an unseen audience 
participation show for all women, What 
Would You Do? What B. Ellis Associ- 
ates, Radio Productions, offers adver- 
tisers in search of just such a program is 
a quarter-hour script series designed for 
presentation five times weekly on a 13- 
week schedule. Show may be purchased 
for one time or five times a week, is 
ready for immedi-J 
ate airing. ^ 

Designed to pro- 
vide useful infor- 
m a t i o n for all 
women, the mate- 
rial is presented in 
hypothetical situa- 
tions that occur 
daily in the lives 
of those on the dis- 
taff side. Examples: 
a situation pro- 
voked by wartime 
shortage of a basic 
essential food call- 
ing for an adequate nutritional substi- 
tute; a situation calling for the urgent 
repair of a vitally needed home article 
difficult to replace at this time; a situa- 
tion calling for a knowledge of etiquette. 
In each case. What Would You Do has 
the solution. 

At the outset, the announcer makes it 
known that there are five questions to 
be answered by solving a situation in 
which the listener mentally places her- 

Announcer begins the show with the 

presentation of the first problem, gives 
milady time to catch her breath between 
problems with musical selections. Each 
listener rates herself on the basis of the 
number of correct answers to the five 
problems. Three correct answers rate the 
title of Clever Woman, four earns the 
rating of Superior Woman, and the per- 
son who answers all questions correctly 
takes a bow as a Brilliant Woman. 

At the close of each program there is 
a carry-over riddle to be answered the 
following day. Example: "When does a 
human being show the greatest rate of 
growth ... at what period in his life? 
Before birth . . . the first year . . . be- 
tween the ages of one and ten ... or be- 
tween the ages of ten and 21. I'll give 
you the answer tomorrow. Meanwhile, 
you can argue it out with the family this 

Cost of the script series is 25 per cent 
of the air time used, payable in advance, 

AIR FAX: Five brain teasers and five recordings make 
up each quarter-hour. 

Broadcast Schedule: Five times weekly, 13 weeks. 
Type: Script. 
Producer: B. Ellis Associates. 

COMMENT: Programming is the secret 
of radio success, and series here is one 
that will most certainly build an atten- 
tive feminine audience. All to the good 
are the numerous merchandising tie-ins 
which could be developed in connection 
with the program. From the standpoint 
of the local advertiser, the fact that the 
offering calls only for one-man produc- 
tion makes it inexpensive to produce. 

From the standpoint of the listening 
audience, a program that departs from 
the cut-and-dried feminine program pat- 
tern is certain to get a \ote of thanks. 






Results based on sales, mails, 
surveys, long runs and the 
growth of the business itself. 


BING SINGS After-movie snacks, sew- 
in^ club letreshments, and picnic-in-the- 
paik lunches enjoyed by the various 
members of his family are announcer 
Harry McTigue's talk-in-trade as he in- 
formally emcees a WINN recorded quar- 
ter-hour of Bing Crosby songs for Gen- 
eral Baking Co., Louisville, Ky. 

An easy style of describing the tasti- 
ness of cinnamon toast, grilled cheese- 
burgers, and club sandwiches made with 
Bond Bread earned this accolade from 
Julian Scott, manager of the bakery, 
"We are highly pleased with the fine 
work you are doing to personalize our 
Bing Sings program. We have had some 
very favorable comments from our trade 
and our sales organization on the fine 
selling job you are doing for Bond 
Bread. It is proving to be an effective 
sales aid for tis." 

AIR FAX: Bing's ballads are interspersed with three 
chatty, station-written Bond Bread announcements 
slanted toward homemakers. At least once a week 
emcee McTigue considers some phase of packing 
the defense worker's lunch. In line with government 
recommendations that it be considered one of the 
three main meals of the day, recipes are frequently 
given for new sandwich butters and special spreads. 
First Broadcast: February 7, 1944. 

Broadcast Schedule: Monday through Friday, 10:45- 
1 1 :00 A.M. 
Preceded By: News. 
Followed By: Lady Lookout. 
Sponsor: General Baking Company. 
Station: WINN, Louisville, Ky. 
Power: 250 watts. 
Population: 500,000. 
Ai^eticy: Mitchell-Faust Company, Chicago, III. 

COMMEiNT: INograiiis need nol be clab- 
or;ilc nor (oslly (o in;ikc ;i!i cncclixc 
vehicle lor a sponsor's sales incssage. 

Of much greater importance is a con- 
sistent schedtile with a program design- 
ed for a specific audience. 


COMMUNITY NEWS Community News 
made news for the Silver Springs Dairy. 
Salina, Ka. Cottage cheese sales were at 
low ebb when Silver Springs took on 
sponsorship of the six times weekly fea- 
ture, but two months later voliuiie tip- 
ped the scale at 3,000 pounds for a sin- 
gle week. Evidence that it wasn't a Hash 
in the pan: sales the preceding week 
topped 2,800 pounds. To meet the de- 
mand. Silver Springs had to buy a thou- 
sand pounds of ciu'd from another firm. 

air FAX: Man who had the low-down on community 
news was KSAL announcer Herb Clark. Events close 
to home are chronicled in the 11:45 A.M. broadcast. 
News from the world at large follows, gives listen- 
ers a half-hour in which to catch up on every facet 
of the news. 

Broadcast Schedule: Monday through Saturday, 
11:45-12:00 (Noon). 
Preceded By: Markets. 
Followed By: News. 
Sponsor: Silver Springs Dairy. 
Station: KSAL, Salina, Ka. 
Power: 1,000 watts. 
Population: 21,073. 

COMMENT: Sponsors without number 
ha\e found that results are in part de- 
termined by the extent to which a radio 
olfering is ptU to a specific ptnpose. 

Dry Cleaners 

RACING RESUME What impresses most 
no\i(c's at a racing track for the first 
lime is the natty dressers who fill the 
boxes. In Hartford, Conn., the Howards 
Cleaners helps keej) them turned out 
with a band-box finish with Mill Bcrko- 
xvitzs lidcing licsumc. K\ ideiue the 
VVNBC leatuie is the sporting thing for 
Howards: thousands of listeners brought 
in hard-to-get wiic (oat hangers as a re- 
sult ol a two week cunpaigu. 

Heard six times weekly, the five- 
minute feature has i)een commerdally 
sj)ous()re{| siiuc .April, 1912. Surveys 
(onsistently dcdit the series with a large 
audieiHc. What makes it a stand-out: 



WNBC is the only station in Connccti- 
(iit and Western Massachusetts to cany 
complete racing results trom the major 

Series begins with "Howards Cleaners, 
nationally famous, presents the racing 
resume." Rettnns from one track then 
follow. After a middle commercial with 
a top word-count of 100, listeners get 
additional racing results. Time permit- 
ting, a few sports bulletins are thrown in 
for good measme. 

AIR FAX: First Broadcast: September, 1941. 

Broadcast Schedule: Monday through Saturday, 6:25- 

6:30 P.M. 

Preceded By: News. 

Followed By: Music. 

sponsor: Howards Cleaners. 

Station: WNBC, Hartford, Conn. 

Power: 5,000 watts. 

Population: 221,940. 

COMMENT: Programs aimed at a spe- 
cific audience are essential to any adver- 
tiser. If that audience represents a logi- 
cal market for the sponsor's product or 
service, the next step is to keep hammer- 
ing at the sales message over a period of 
time. Time works wonders! 


WISHING HOUR When the poet said: 

"If wishes were horses 
Beggars might ride," 

he wasn't thinking of Springfield, 111., 
if listener response to the Wishing Hour 
is taken on face value. For 12 consecu- 
tive months the Bunn Capitol Grocery 
has made daily awards of cash and mer- 
chandise to WCBS listeners for the best 
letters telling of wishes that came true. 

AIR FAX: Recorded bands are featured on the quarter- 
hour show, with vocals by announcer Kenneth 

First Broadcast: July 19, 1943. 

Broadcast Schedule: Monday through Friday, 6:30- 
6:45 P.M. 

Preceded By: Music. 
Followed By: Varied. 
Sponsor: Bunn Capitol Grocery. 
Station: WCBS, Springfield, 111. 
Power: 250 watts. 
Population: 80,029. 

COMMENT: A show which pulls mail 
lor one solid year must have what it 

takes to interest listeners. While such 
shows seldom go on indefinitely, the 
combination of human interest with the 
competitve angle makes such a series a 
sponsor's wish come true. 


of the headlines stand the fighting men 
of the Navy. Behind them stand the 
WAVES. And as a rear guard for these 
girls are the mothers who trained them 
for peace, have given them instead, to 
war. To acquaint Louisville, Ky., listen- 
ers with the WAVES and their mothers 
in the community, Baynham's offers 
Mothers of Victory. Heard three times 
weekly over WINN, the show follows 
the interview pattern, is primarily insti- 
tutional in intent and purpose. 

Interviews originate from the WAVE 
Recruiting Office, are broadcast by re- 
mote control. Program switches back to. 
the WINN studio with this cue: "This 
is your radio yeoman shoving off. So 

Commercials for Baynham's feature 
shoes, hosiery, handbags, other acces- 
sories from this women's specialty shop. 

AIR FAX: First Broadcast: June 19, 1944. 

Broadcast Schedule: M-W-F, 12:15-12:25 P.M. 

Preceded By: Baukhage Talking. 

Followed By: Savings Talk. 

Sponsor: Baynham's. 

Station: WINN, Louisville, Ky. 

Power: 250 w^tts. 

Population: 319,077. 

COMMENT: There's tricks to every 
trade. In radio, one of the tricks is to 
select a program that is well suited both 
to the product and to the hoped-for 
audience. Harmony of that type is 
achieved here. Advertisers also perform 
a patriotic service with programs of this 


IN FOCUS When Nicholas Johnston, 
San Francisco master photogiapher, con- 
sented to a radio interview not so many 
years back, he didn't realize that from 



radio studio to photographer's studio 
was the shortest distance between two 
points. But there was $225 worth of 
business directly attributed to that one 
broadcast. To keep the birdie smiling, 
he made an investment of nine dollars 
in a spot announcement. Now, over two 
years after that first time purchase, 
Nicholas Johnston spends approxi- 
mately $30,000 a year on 
radio advertising! 

Current offering: In 
Focus, a weekly half- 
hour remoted program 
from the Hotel St. 
Francls on KSFO, with 
a transcribed version 
later in the week on 
KGO. Slanted to cover 
the drama that is San 
Francisco, series fea- 
tures three city personalities. To listen- 
er whose suggestion provides the show 
with a guest personality, Nicholas John- 
ston awards a finished portrait. Nicho- 
las Johnston himself emcees the show. 
Account executive for Brisacher, Van 
NoRDEN 8c Staff is Charles Gabriel. 

AIR FAX: First Broadcast: March, 1944. 

Broadcast Schedule: Friday, 1:30-2:00 P.M. over 
KSFO; Sunday, 10:00-10:30 P.M., over KGO. 
Sponsor: Nicholas Johnston, Photographer. 
Stations: KSFO and KGO, San Francisco, Cal. 
Agency: Brisacher, Van Norden Si Staff. 

COMMENT: Many local advertisers 
have found. that personal appearances on 
a radio offering further establish that 
all-important personal contact between 
the public and the firm itself. (For pic, 
see Slioivrnanscoops, p. 309.) 


LETTER FROM BILL To listeners who 
wait cadi day for a Letter from Bill, 
Bill is a flesh-and-blood lighting man. 
Fictitious though Bill may be in reality, 
response is anything but imaginary. 

Although the series first oiiginated in 
the Publicity Depai tnunt of (ianip Pi( k- 
ett, Va., in July, 191-J, VVIIFB, Ports- 
mouth, N. H., took on the pcninansliip 
task lor its lisleners when I he army post 

discontinued the series. For six months 
thereafter the Blue Goose Restaurant 
gave WHEB listeners the highlights of 
the Letter from Bill five times weekly, 
gave it up regretfully on the grounds of 
too much business. 

Three months later the series was still 
going strong, was taken on by the initial 
sponsor's competitor, Demarais Restau- 

air FAX: Written by continuity man Bob Athearn, 
letters through the months have taken Bill across 
the sea to England, thence to Italy, and bacic again 
to England. Although purely imaginary, numerous 
letters from listeners indicate their belief that Bill 
must be stationed somewhere near their own favorite 
fighting man. Example: 

Dear Follcs: 

Today, your old Bill talces time out to do a bit 
of reporting for you. I had a talk the other night 
with one of the pilots of the Troop-Garrier 
Command . . . one of the lads who flies the planes 
that carry those paratroops whose value in the 
invasion was so great. Sometimes they fly planes 
towing trains of gliders . . . sometimes they carry 
troops in troop transport planes. In any case, 
theirs is a difficult job, to judge by some of the 
stories that have gone around since D-Day. The 
pilot I talked with said the take-off was arranged 
so that one plane and glider lifted from the run- 
way every 30 seconds. 

He said it was strangely quiet and serene that first 
night over the channel . . . although it didn't stay 
that way. Just before he gave the Stand Up and 
Hook Up signal about four minutes ahead of the 
target area, old Jerry started making trouble. 
Jerry got this fellow's plane, too, before the 
troops had jumped. But he didn't get it seriously 
because they kept flying along . . . just a bit of 
lead in the center section of the plane. They 
reached the drop zone . . . equivalent to a target 
area for bomber pilots, and dropped their sticks 
of paratroopers. After that, they dropped to a low 
level . . . sometimes as low as 100 feet. . . and 
streaked for home across the channel. The trip 
back was as serene and quiet as the journey out 
until they reached the home field . . . the land- 
ing gear on the left side had been shot off. But 
they made a trick landing, and were able to tell 
about it. Something doing every minute for those 

Love to all, 


Broadcast Schedule: Monday through Friday, 10:15- 

10:30 A.M. 

Preceded By: Music. 

Followed By: Listen Ladies. 

Sponsor: Demarais Restaurant. 

Station: WHEB, Portsmouth, N. H. 

Power: 1,000 watts. 

Population: 25,000. 

COMMENT: Human interest stories 
wliich bring listeners closer to the fight- 
ing men represents a fertile field for war- 
time j^rogramming. With such a series, 
the sponsor achieves product advertising 
while at the same time he performs a 
patriotic sennce. Clertainly there is no 
dearth of material for a series of this 
kind, and it is almost certain to interest 
the pubh'c. 




ihead and cut out the coupon! Don't 

v about ruining the magazine cover; 

send you a new copy for your file. 

, vour ft^g^^' 
^anent cm 

£i.EVENTH A^ Minnesota 

v/hat 1 ^^ i^adio ^"^^ ,„ge paid- 


^ -"',:p"e"; o'^VbtnSir. postage P< 
U ,-5 at $1-75 PV^e later a- 


'cJjTe* endosed O- 

BiU ^^ 

iSiatne . • • • 
Address . • 

position • 

City • ■ • 



Some of the stations 
who subscribe to RS 
for their advertisers. 


Chicago, lU. 



Buffalo, N. Y. 


Salt Lake City, Ut:l 




San Franciscc 












New Bern, No. Car. 









, B. C 



1^ .S howmanship keeps the radio advertiser posted on whatV 
new; it places bcftHX his eyes the stories of how others in his busines 
field increase sales through radio. It tells him how to best use radio tim| 


Airwaves for 

Furniture (p-329) 

Retailers Report 

To Santa Claus . . (p.332) 

Radio Ad-Ventures 

of Omar (p.338) 



# Formfit Co. 

# John Gerber Co. 

# Glick Furniture Co. 

# Lit Brothers 

# National Candy Co. 

# Omar Milling & Baking Co. 

# Rochester Packing Co. 

# Sears, Roebuck & Co. 




A quick index to what others in your business field accomplish through radio. 
Articles and services in Radio Showmanship are classified by businesses here. 



Business PAGE 

Bakeries 338, 347, 356 

Candies 336 

Chambers of Commerce 347 

Department Stores 

332, 344, 348, 353, 355, 356, 357 
Dry Goods Stores 345 

Finance 350 

Groceries 343, 348 

Hardware Stores 346 

Business PAGE 

Home Furnishings 329, 357 

Mail Order 349 

Meat Products 350 

Merchants' Associations 343, 349 

Milling 338 

Music Stores 356 

Newspapers 352 

Women's Wear 334, 356 

S E P T E 






294, 310, 320 


310, 311 




316, 320 

Department Stores 

297, 302, 

306, 309, 311, 316 

Drug Products 


Dry Cleaners 


Farm Supplies 



308, 313, 321 

M B E R 

Business PAGE 

Heating Supplies 313 

Home Furnishings 300 

Ice Dealers 314 

Insurance 316 

Labor Unions 314 

Manufacturers 315, 321 

Men's Wear 308, 317, 318 

Photographers 309, 318, 321 

Restaurants 322 

Transportation 298 

// you don't have the September issue, order it now! 




Don Paul Nathanson 


Marie Ford 



Herbert Pettey 

Ralph Atlass 
William Dclph 
Glenn Snyder 
Philip Lasky 
Roger Clipp 
C. T. Hagman 
J. Harold Ryan 

Lorenzo Richards 
oustav Flexner 
J. Hudson Huffard 
Maurice M. Chait 
Frank J. Ryan 
Mien C. Knowles 

New York 
San Francisco 

Ogden, Utah 


Bluefield, Va. 

Peoria, III. 

Kalamazoo, Mich. 


PUBLISHING OFFICE • 1004 Marquette, 
Minneapolis 2, Minn. Telephone: 
Geneva 9619. 

and Brand, 816 West Fifth Street, 
Los Angeles 13, Cal. Telephone: 
Michigan 1732. Edward Brand, Man- 

lOPYRIGHT . 1944 by Showmanship 
Publications, publishers of Radio 


OCTOBER, 1944 

Vol. 5, No. 10 



MENTION FOR UNMENTIONABLES— George Enzinger . . .334 

BOB CATS RUN WILD— A. Maescher, Jr 336 

AD-VENTURES OF OMAR— Herbert Futran 338 

WHY WOMEN'S PROGRAMS?— Margaret Cuthbert 341 


Pictorial Review 343 

SANTA SITS TIGHT— Radio Pattern for Retailers 344 

CHRISTMAS PROMOTIONS— Merchandising Stunts 347 



SANTA ON RECORDS— Transcribed Features 355 

JOHNNY ON THE SPOT— Spot Announcement Tips 356 

SUBSCRIPTION RATES: United States and possessions, $2.50 
one 3'ear; Canada, $3.00. Single copies — 25 cents. 

CHANGE OF ADDRESS should be reported to Radio Showman- 
ship Magazine, 1004 Marquette, Minneapolis 2, Minn., three 
weeks before it is to be effective. Send old address with new. 

OCTOBER, 1944 

• 327 • 

How to hove 

Y..r ow„m FALL HIT SHOW 




i.HE simplest, surest way is to take the path akeady blazed by a wide 
variety of successful advertisers: Call NBC for Recorded Programs . . . shows 
sky-high in talent, writing, production — everything except price. Reason: Cost 
is divided among many non-competing advertisers all over the country. A 
few of the outstanding shows now available: 

COME AND GET IT . . . new fun quiz on food! 
Bob Russell, MC, questions studio audience 
contestants, then tosses subject to "Board 
of Experts"— Alma Kitchell, homemaking 
authority, and Gaynor Maddox whose syn- 
dicated articles reach millions. 78 quarter- 
hours for 3-a-week broadcast. 

DESTINY TRAILS . . . awakens the immortal clas- 
sics of frontier America by James Fenimore 
Cooper, dramatizing the spirit of adventure 
that is our American heritage. First, The 
Deerslayer... 39 programs. Next, The Last of 
the Mohicans ... 39 programs. 78 quarter- 
hours for 3-a-week broadcasts. 

MODERN ROMANCES ... true-to-life love stories 
from the pages of one of America's most 

popular magazines . . . expertly dramatized . . . 
excitingly acted . . . skillfully produced. 156 
quarter-hours women love . . . find helpful, in- 
spiring ... in the tempo of today. 

THE WEIRD CIRCLE... modern dramatizations of 
the ageless . . . eerie masterpieces of such 
writers as Poe, Balzac, Dumas, Hawthorne, 
Victor Hugo and others. 13 brand-new adven- 
tures . . . packed with chills . . . t hrills . . . suspense 
. . . bring the program total to 65 half-hours. 

STAND BY FOR ADVENTURE . . . exciting happen- 
ings in far places among strange people . . . 
as told by — a retired army officer, a star re- 
porter, a New England sea captain and a 
South American scientist. 52 quarter-hours 
for one- or two-a-week broadcast. 


HAPPY THE HUMBUG . . . whimsical ad- 
vonturo.s of that fanciful bcastio of 
the Animal Kiiif^dom and his fasci- 
natiiifi animal pals . . . brimming with 
experiences of little hoys and girls. 
15 (|narter-hours for Christmas pro- 
motion with follow-up series of '.V.) 
j)rograms, to start .Tan. 1. Series avail- 
able separately or in combination. 


Adventures of two typical kids who 
discover the secret of walking into 
The Magic Christmas Window where 
favorite fairy tales come to life. A 
Visit from St. Nicholas. 'IMi(> First 
Christmas and others . . . old and new. 
12 <piarter-hours, for ;i-a-w(>(>k broad- 
cast four weeks |)r(>ceding Christmas. 

Name your time ... select your own local station ... do the job you're 
r.ftor with your own NBC Recorded Fall Hit Show ... at a price that 
will you. Ask your local station for an audition or write direct to us. 

Kationol Broadcasting Co. 

A Servue of 
Corporation of America 



RCA BIdg., Radio City, New York, N. Y. . . . Merchandise Mart, Chicago, III. 
Trans-LuK BIdg., Washington, D. C. . . . Sunset and Vine, Hollywood, Cal. 

Are you satisfied with your store, sat- 
/% isfied with the amount of business 
vou are doing, satisfied to serve only the 
(stablished customers you now have and 
the average per cent of new customers 
that you have been adding to your ac- 
count list? Or are you the traditional 
American wlio is never satisfied but al- 
ways wanting to be the leader in your 
lype of business in your city and face the 
future with a new front on your store 
bigger and better than before? By all 
means, right now ptit on those magnify- 
ing glasses and through true, clear lenses 
look at the grass on the other side of the 
fence and see how green it is. But be- 
fore I go into my story let's look back 
()\er the past few years and see w-hat has 
happened at Click's. 

We at Click's are not satisfied even 
for one day. We do not wait to see what 
the rest of the boys in the business are 
doing. Nothing ventured, nothing gain- 
ed! We lead in the industry and we in- 
tend to continue doing so because we 
have grown steadily and rapidly and an- 
ticipate the time when we will kick the 
walls out and be twice as big as we are 
today. At the rate we are going I prom- 
ise you, we will do just that! 

Keep in mind all through this article 
liiat great-granddad could never have 
been told that man would one day fly 
like a bird, but today granddad flies. 
So to you who are in the furniture busi- 
ness and to you who have devoted many 
years of your life in this btisiness, let 
me say if you think great-granddad's out- 
look, picture and realization as to what 
could happen was something to talk 
about, just look at your own picture to- 
day but don't look too long or you may 
end up in the hay. 

Let's climb over the fence and see 
what makes that grass so green. First, 
let me make a comparison and then en- 
deavor to prove my point. Let's com- 
pare great-granddad and newspaper with 
\ou and radio. Yes, radio has been in 
( xistence for 20 years! Through these 
\ears, you, and you have sat back, wait- 
ed, wondered, questioned and antici- 
j^ated how, when and what would in- 
spire you to step into this new and mys- 

Welcome caller is Maxine E. Kramer. 

Airwaves for 



Radio Provides Complete 
Coverage Around Columbus, 
0., for the Click Furniture Co, 

advertising manager 

OCTOBER, 1944 

• 329 • 

tcrious but magic medium of advertis- 
ing. Believe me boys, you need not ques- 
tion, look or wonder now, because it's 
here! Are you going to step into this 
green pasture? Yes, because this is your 
method of remodeling, growing and be- 
coming bigger and better! 


^P Let's talk about what we know is 
happening today. Face the fiUure just 
as it is! As advertising manager of the 
Glick Furniture Company it is only 
natural that advertising matter be placed 
in my hands. Be honest with your an- 
swer! Have you given your undivided 
attention to studying radio catalogs 
that are placed on your desk? Have 
you studied how this magic madness of 
the air waves will change the trend of 
advertising? Have you been on the ball 
and talked to radio station managers to 
learn the habits of the listening pub- 
lic right in your own backyard? Do this 
sometime! Be open-minded about the 
subject! Learn what you are missing by 
not being up to bat in this ball game of 
business! Believe me, I learned before it 
was too late, and I'm batting the ball 
right out into the field and bringing 
home more business than you could be- 

Now, do you dominate the newspaper 
advertising in your fair city? I doubt 
seriously if one by one you were to an- 
swer me, that many of you could honest- 
ly say yes. Instead, no doubt, some very 
large department store is sitting in this 
position, a position that you can hardly 
reach. Your leading department store 
can buy as many pages of advertising as 
his pocketbook permits (however, I real- 
ize that in most cities at present this 
octopus of the newspaper is cut down in 
square space due to wartime restric- 
tions). But peacetime or wartime, can 
you mcci Jiis per cent ol adxertising 
llnough I he medium of newspaper? No, 
and most of these boys sell furniture, 
too! How will radio effect this octopus 
of advertising? Answer this (juestion 
yourself. '1 here are 24 houis in a day. 
S^)U cin ncilhcr .nld lo noi lake away 
liom this aniouiil, hul a iicwspapcr ma) 

be 5 pages or 50 pages thick. You have 
the answer. Can your leading depart- 
ment store feed his name constantly on 
a program all day, day after day, to the 
listening public? No! Why? It is because 
American people tire of hearing the 
same thing over and over again. There- 
fore, we face a futine of 24 hours a da\ 
evenly divided! Are you going to wait 
until all the minutes in every hour of 
the day are bought? I didn't, and it's 
certain after learning what we at Click's 
have learned (and we have given it a 
test) that we heartily recommend radio 
to you that you may hitch your wagon 
to what we know to be a star shooting 
through the air to pay you profitable 


9 How was I intrigued by radio? Wc 
all know that television is here mereh 
waiting, playing the second scene while 
the war at present steals the show! When 
this mysterious, new entertainment is 
offered to the Joneses and the Smiths, 
entertainment that will fdl their inter 
test and offer them a show right in their 
home free, will they pass it by? Not the 
American Smiths and Joneses, belicM' 
me! And the funny part is that the\ 
won't have to because the Smiths and 
the Joneses will be able to purchase this 
new, magic, mystery box offering them 
entertainment for a price within theii 
reach. On this day you and I will be in 
there feeding the air waves with furni- 
tme right out of our own store. With 
the home downright close to the heart, 
the place where the Smiths and the 
Joneses are sitting and seeing before 
their eyes what you and I are offering 
for sale, can't you see them comparing 
what we have to sell with what they 
have in their home? Now boys, this is 
the answer to a furniture store manager's j 
prayer. Just you pray for television! 


9 In the meantime and until this day 
comes, are you feeding your store name 
over the air waves, acquainting the lis- 
uning audience with your store name? 



should you? I thought so, for after giv- 
ing this careful consideration I checked 
up on the actual popidation of Coliun- 
l)us, O., and its nearby surrounding ter- 
ritory. The actual figures were startling 
and almost unbelievable. Click's is lo- 
cated in the center of the fifth richest 
state in the Union with one-third of 
(licse rich Ohioans within the shopping 
ladius of Click's store. The population 
of Cohuiibus is over 400,000. The near- 
by 50-mile area surrounding Cohmibus 
has a popidation of over 1,600,000. Sur- 
\cy proved that 97 per cent of this popu- 
lation listen to the radio four and a half 
to six hours each day! Right now, take 
your leading newspaper in which you 
advertise, learn the circulation of that 
paper and subtract that amount from 
the popidation of your city and sur- 
rounding territory and be frightened at 
what you learn! We at Click's during 
peacetime deliver free of charge within 
100 miles, therefore, to me, the answer 
was radio. Mr. Click, I am happy to say, 
is open-minded with eyes to the future 
and has confidence in decisions of his 
employees. I set out to prove my point. 


V I went easy at the start but all out 
to prove my belief that the grass was 
green and almost ready to be cut on the 
other side of the fence. I bought spot an- 
nouncements, a few, more later, and 
then being a woman and through the 
eyes of a woman looking at this picture 
with a woman's heart interest, I told my- 
self that women like to look forward to 
entertainment that splits up their day 
of household duties. I am speaking of 
Mrs. Jones and Mrs. Smith, your cus- 
tomers, the women who have no time 
to read the newspaper but take their en- 
tertainment relaxed in a chair listening 
to the radio. Your wife has a maid no 
doubt, sends out the laundry and 
plays bridge, but she has furniture, too! 
The one you want to entertain and sell 
is Mrs. Smith and Mrs. Jones; in other 
words, you want to entertain and sell 
Mrs. America whose home is her castle 
and whose entertainment is derived in a 
(omfortable chair listening to the radio. 

Realizing this I selected a 15-minute 
program on WHKC. This [program had 
three interruptions when we fed institu- 
tional store advertising, and after a short 
while we noticed a phenomenal increase 
in business coming from the 50-mile 
radius surrounding our store, the mile- 
age coverage of our radio program over 
WHKC. Now Click's are not too happy 
to make these deliveries under present 
conditions, yet this war won't go on and 


^P Today we prepare for tomorrow! 
We looked forward to yesterday plus 
many more tomorrows when we would 
reach these friends whom unfortunately 
we did not meet until we sent our ad- 
vertising out over the air to them over 
WHKC. Let me advise you to entertain 
your listening audience with your radio 
program and feed them your commer- 
cials as well, which in turn will bring 
up your sales. 

You may consider this authentic and 
save at Click's expense, for if I were to 
tell you that we were not curious as to 
the possibilities of radio even in view 
of the fact of our increase in business 
with figures before our very eyes, I 
would be telling you a falsehood. We 
were a bit the doubting Thomas. I was 
curious about radio response and found 
myself searching for a clever way to test 
our program believing surely that with 
a program to sell merchandise, it would 
be poor judgment to start giving mer- 
chandise away. That kind of a program 
was blotted from my mind. Also, we 
furniture store people realize that when 
quantities of several hundred items are 
given out, surely to invest much over 10 
to 15 cents is not good business. My 
idea of business still is to take money in, 
not to give it all away! 

I sat pat waiting for the key thing to 
come along that could be purchased for 
a reasonable price and not install a 
cheap impression of the Click Furni- 
ture Company. 

Bingo! Along came D-Day. The inva- 
sion was on! Immediately I ordered 
(Continued on page 338) 

OCTOBER, 1944 




V^€^^ to Santa Claus 

factual findings obtained through a poll of 1804 retail 

stores by the Meyer Both Company, Advertising, New York City 

^0 Q. Are you in favor of starting Christmas promotions very 
early again this year? Retailers apparently consider before 
T/iruihsgiving as very early. 87 per cent go on record as 
being in favor of starting Christmas promotions very early 
again this year. About half plan to open Christmas advertising 
campaigns between Xoveniber 1st and 15th. 

Q. When do you plan to open your Christmas advertising 

campaign? There seems to be considerable diflerence of 
opinion as to when is early! 14 per cent of the total in fa\()r 
of starting very early indicate their planned starting dates in 
September. 11 per cent of the total indicate their planned 
starting dates in October. 25 per cent plan to open their 
Christmas campaigns after November 15 and half of this 
number consider after November 15th as being very early. 

.^0 O. Hoiv ivill your Christmas advertising budget cotnf 
*^ with 1943? In planning the same Christmas budgets as in 

1943, many retailers say they regret the necessity. Such facto 
the newsprint situation, and scarcity of merchandise, h()we> 
pre\'ent more ambitious plans. 10 per cent plan lighter adv( 
tising budgets. 18 per cent plan heavier advertising budgets 
Many of the 72 per cent planning the same budgets as in 
1943 point out that '43 carried a hea\y ad aj^propriation. 

1^^ Q. Hoiu do you plan to apportion your Christmas advertis- 
ing budget? Close to one-foiuth {22 per cent to l)e exact) of 
the total uumber of stoies will de\()te their Christmas adver- 
tising budgets to nexospapers e\( hisix'cly. 78 per cent will use 
high percentage for newspapers. Very lew stores plan higher 
than 15 per cent radio appropriation. 

O. Do yon intend to use institutional type ad'vertising? 

Almost on(-<|u;irlei ol the stores polled intend to use institu- 
tional type advertising, l)ui less than ID jx-r (cnt of this number 
intend to use institutional l)pe ad\(rtising cx(lus'n>ely. The 
majority ol the icmaining 77 per (cnl phni to use institutional 
advertising in (()nil)i)iali()}i with stiajght items and iner( handise- 
institutional apjnals, oi in (ombination. 


^ O. Do you intend to use straight merchandise promotions? 

t^^ Over one-third of the stores represented by the 2H per cent 

who intend to use item and price promotions intend to use 
this type of advertising exclusinely. Of the three types of 
appeals, mercliandise-institutional registered -/V per cent; 
institutional, 23 per cent, and straight merchandise 2S per cent. 

Q. Will you promote make-it-y our self gifts this year? 

47 per cent will promote make-it-yourself gifts. 43 per cent will 
not. 10 per cent are still undecided. Art Needlework and Fabric 
Departments are the majority choice for make-it-yourself gift 
promoting. Notions, draperies, domestics, toys and unpainted 
furniture are also mentioned as possibilities. 

Q. Do you plan any special ad campaign to recruit person- 
nel for the Christmas season? The 37 per cent that are 
still undecided say conditions w^hen the Christmas season gets 
nearer will determine their action. Of the 15 per cent planning 
to have special personnel campaigns, a great many intend to 
address their appeals to high schools and colleges; 48 per cent 
do not plan to use such a campaign. 

1^^ Q. When are you going to start promotion of gifts for serv- 
'^^ ice men and women overseas? Official overseas mailing 

dates will determine 39 per cent of the dates for starting 
promotions of gifts for men and women in the armed forces. 
29 per cent plan to start in September; 26 per cent in October, 
and 6 per cent in August. After the survey was completed, 
the Government announced that September 15th to October 
15th would be Christmas gift mailing month for overseas, and 
many stores had previously announced their intention to 
start promotions a month before the overseas deadline. 

*^ O. Will you encourage telephone orders during the holiday 
'^ season? A great many of the 66 per cent answering no gave 

delivery difficulties as the reason for the decision. 32 per cent 
will encourage telephone orders, and 2 per cent are as yet 
undecided. . 

Q. Do you expect to offer gift wrappings? The 69 per cent 
that said yes are divided half-and-half on the question of 
charging for gift wrappings. Some of the stores planning to 
charge will have special wrapping booths with set prices of 
from ten cents to twenty-five cents for special wraps. Practically 
all stores expect to have gift boxes, and the majority will not 
charge for them. 

1^0 Q. Are you going to have night openings this year? ^\alile 
^^^ 82 per cent plan to have night openings this Christmas season, 

a great many say they will not have more than three or four. 

Others say they will have only their regular weekly night 

openings. 18 per cent definitely will not have special night 


OCTOBER, 1944 •333* 

by GEORGE ENZINGER, vice president, Buchanan § Co., Chicago, Hi 


♦ ♦ ♦ 

Mention for Unmentionables 

Formfit Commercials Palatable to Mrs. Grundy and to Sponsor 

V Every Sunday at 6:45 P.M. Eastern 
War Time, when the Formfit Com- 
pany's radio program goes on the air 
over Mutual Network, genial Jimmie 
Wallington makes this announcement 
over a background of seductive music: 
"The Formfit Company, creators of 
the smoothest in underfashions, pre- 
sents Dick Brown witJi the smooth- 
est of music." 

And that not only sets the stage for 
the music department but for the ad- 
vertising department as well. But there's 
a story back of this, a story, in fact, 
which proves that more than meets the 
ear or is seen in the broadcasting studio, 
was discussed, analyzed and decided up- 
on long before the sensational Formfit 
premiere which took place on July 9. 

Briefly, here is what happened. And 
it's an ol)jcct lesson, perhaps, in the syn- 
chronization of the right xuords with the 
right music; smooth writing and per- 
suasive delivery flowing gracefully 
through smooth vocalization and inslru- 

9 VVhen Walter FT. Lowy, vice presi- 
dent and advertising manager of Ynv. 
FoRMFrr (>)MPANY, told us that his com- 
pany was interested in going on the air, 
we knew ilial no ordinary type ol radio 
program would do. Ha\'ing liandled 
nevvspaj)er and magazine adxcrtising lor 
this fnni loi- some 15 yeats, we realized 
that building the absolutely right ladio 
show lor I'OKMi II would be no eas\ task. 

For, we knew something aboiU copy 
censorship rules laid down by the net- 
works. AVe knew they were far tougher 
than those of the publications. 

"You can't say brassieres!" ''You can't 
say bust!" "You can't talk about uplift!" 
"You can't use the ivord, bosom!" "Yon 
cant . . " Oh, there was a whole long 
list of "don'ts" that were anathema to 
the copywriting profession. But there 
they were, and there was nothing to do! 
bin abide by them. 

W So we went to work, wondering just 
what we'd produce. Dame Fate, 1 sus- 
]3ect, was sitting on oiu' shoiUders, smil- 
ing a bit and knowing that it would all 
come out beautifully. But xue didn't 
know it until our radio director in New 
York dug up a good-looking yoimg lad 
named Dick Brown who, happily, had a 
magnificent, \elvet-sm()oth voice. 

AVY'II, the show was })ut togethei, alter 
a lot of headaches, with Merle Pitt's or- 
chestra providing the nuisic and hand- 
some Jimmie Wallington chosen to gixc 
the commercials. After the formula loi 
the show was worked out, the connner 
(iais just flowed out naturally from oui 
(!()j)y (Ihief's word storehouse. In faci. 
when he started writing them, he ke|)i 
I he thought ol "suiool hncss" constant l\ 
in mind, and, as he alterward said, 
"Ihey came out just as though they were 
tailored to fit that smoothest of ))io- 
gi ams!" 

!'('( hni( all\. il I mav use that word, 



the FoRMFiT commercials are miniature 
essays in restraint, with good taste and 
persuasiveness in every sentence. We 
take it for granted that every modern 
woman wants to achieve a youthful, at- 
tractive figure. So it isn't reaUy a matter 
of selling so much as it is one of suggest- 
ing. Thus we feel that well-chosen 
'words, telling the Formfit story without 
bombast or exaggeration, will be best re- 
ceived, and will in no way create a jar- 
ring element on an otherwise smooth 
and gracious radio presentation. 

9 That feminine ''unmentionables" 
can be successfully advertised on the air 
is no longer a moot question. The Form- 
fit program, already a winner, demon- 
strates that it can be done. In other 
words, it's all in knowing how to write 
adioitly enough to keep the Mrs. Grun- 
dys of the air out of our hair, and the 
Formfit officials smiling and happy! 

Although the Formfit Company was 
already the biggest advertiser in its field 
before the advent of the Sunday after- 
noon musicales, this new venture in 
sugar-coated commercial persuasion was 
added to the general national advertis- 
ing program to be of special and specific 
service to the retail stores who sell Form- 
fit Underfashions to the women of 
America. The retail dealers' part in 
helping women select just the right type 
and size of garment, their special fitting 
services, and even their repair services, 
are featured in the Formfit radio com- 

V All of this was very clearly explain- 
ed in an imposing brochure entitled, 
The Formfit Formula for '44, which was 
mailed out to all retail dealers through- 
out America. The new radio program 
was the 7iew element in compounding 
the 1944 Fornmla, along with the previ- 
ously used elements of newspaper adver- 
tising, magazine advertising, store dis- 
play material, etc. 

As a result of this special pointing of 
public attention to dealer service in the 
radio broadcasts, retail stores all over 
America are finding many new and novel 
promotions to tie up with the Formfit 

effort. School and career girl contests, 
both for beauty and talent, special radio 
style shows, and radio programs by the 
stores themselves, are some of the un- 

Ox>er a period of 30 years the 
business career of George Enzinger 
has embraced a wide experience in 
the field of advertising and sales 
promotion. It was a ''planned" ca- 
reer, in the sense at least, that he de- 
termined at an early age to devote 
Jiis life's work to some phase of the 
publishing and advertising business. 

His selection as editor of the 
school paper at Central High 
School, St. Louis, Mo., planted the 
seed of that ambition, and after be- 
ing graduated from that prepara- 
tory school, he immediately enter- 
ed the School of Journalism at the 
University of Missouri. Successive- 
ly, the march of time took him into 
work on a number of metropolitan 
neivspapers, then street car advertis- 
ing, and finally into the advertising 
agency business zvhere he has been a 
prominent national figure since 

His most outstanding efforts in 
national advertising have been in 
the fields of food products and con- 
fections, beverages, household uten- 
sils, ivomen's apparel, building ma- 
terials, and great industrial organi- 
zations. His best known national ac- 
counts, besides the Formfit Com- 
pany, have been the Pabst Breweries 
and Pabstett Cheese Co., Bendix 
Aviation Corporation, Minneapolis- 
Honeywell Regulator Co., Weyer- 
haeuser Lumber Co., Roquefort 
Cheese Association, C amp fire- An- 
gelus Marshm allow Co., Nunn-Bush 
Shoe Co., and Alden's Chicago Mail 
Order Co. 

usual cooperative efforts of stores to cap- 
italize on the Dick Brown radio follow- 
ing. And after all, such dealer enthusi- 
asm is the ultimate goal of all manufac- 
turers' advertising, isn't it? 

OCTOBER, 1944 

• 335 • 


ats Run Wild 

Cumulative Effect of Spots Sells 
Bob Cat Bar for National Candy Co. 

by A. T. hAAESCHER, JR. 

THE advertising campaign to intro- 
duce the Bob Cat Candy Bar, a new 
bar manufactured by the National 
Candy Company, St. Louis, Mo., was 
begun October 1, 1943. The original 
territory consisted of that area common- 
ly known as the 49th State, an area with- 
in a 10-miIe radius of St. Louis. 

Basic media consisted of spot an- 
nouncements, billboards and car cards. 
The spot announcements were of the 
musical jingle type based on the well- 
known tune, Bet Your Money on a Bob- 
tail Nag, revised to Bet Your Nickel on 
a Bob Cat Bar. W^ith the musical jingle 
as a basis, outdoor and car cards, carry- 
ing the opening line of the radio jingle, 
were usecl as sujjporting media. 

Seventeen night time spots per week 
were used on three St. Louis stations. 
Previous to this, three company sales- 
men had called on 400 candy jobbers 
and dealers in the St. Louis area, and a 
(l(S(ripti\c mailing piece had announced 

Award for outstanding use of spot announcements made 
at the convention of the National Advertising Agency 
Network went to Oakleigh R. I renc li K: Associates, St. 
Louis, Mo., for this (anipaign in the iiUerests of Bob Cat 
Candv Uar manufactured l)v tlie National Candv Co. 






the new bar to 5,800 retail sales outlets 
in Greater St. Louis. 

Was the program successful? At the 
end of the first month's advertising on 
Bob Cat (which, incidentally, was the 
first consumer advertising done by Na- 
tional Candy Company) a survey was 
conducted by Bee Angell, a St. Louis 
research organization, to learn what per- 
centage of the public had (1) become 
aware of the brand name of the product, 
(2) used the product, and (?>) had ob- 
ser\ed the advertising, and through what 
mediiun. f his survey revealed that 71 
per cent of the 606 people contacted rec- 
ognized the product by brand name; 91 
per cent of that group recalled seeing or 
hearing the advertising, and 6() per cent 
had calc'U one of the bars. Radio acher- 
tising ^^as shown with 
oiudooi. lo have had 
an ecjual elfectivencss 
ai the lop ol the list of 
media. C^ar card eifec- 
tixcness was slightly 
lowci , wh ile 18 per 
cent said that other in- 
Ihunccs Iiad l)C'C'n elfec- 

Ihc siucl\ consisted 


of a total of 606 interviews in three main 
categories: 201 high school children, 156 
factory workers, 100 men and 149 wom- 
en comprising a cross section paralleling 
the total adult population. This total 
(606) meets the requirements of research 
authorities for statistical reliability, the 
A\(;i.i.L organization states. 

Director of cli- 
ent service for 
O a k I e i g h R. 
French & Associ- 
ates is adman Al- 
bert T. Maescher, 
Jr. In tJie adver- 
tising agency busi- 
ness for the past 
12 years, lie was 
earlier associ- 
ated with a retail 
advertising service firm. Laurel 
wreaths: president of the Advertis- 
ing Club of St. Louis, Mo.; member 
of the Board of Directors of the St. 
Louis Industrial Marketing Coun- 
cil, and a member of the Board of 
Directors of the St. Louis Better 
Business Bureau. 

Below are the results of the survey. 
Question 1 

^ A new product with the brand name "Bob Cat" 
has recently been put on the market. Do you know 
which of these types of products it is — cereal, to- 
bacco, candy bar, bathing suit? 

Correct identification 71.8% 

Incorrect identificaticm or don't know 28.2% 

Question 2 

^ Have you used the product? 



Don't know 



Question 3 

^ Have you seen or heard the product advertised? 

Yes 91% 

No 9% 

Question 4 

! W Where radio, car cards, outdoors, other places? 

Radio 41.6% 

Car cards 25.5 % 

Outdoors 41.8% 

Other places 18.4% 

Other places mentioned were, in most 

OCTOBER. 1944 

cases, in stores and other points oi sale. 

A similar survey was made at the end 
of 90 days for C. M. Said, National's 
product's manager, and showed the fol- 
lowing residts: 

Question 1 

W A new product with the brand name Bob Cat has 
recently been put on the market. Do you know 

which of these types of products it is cereal, 

tobacco, candy bar, bathing suit? 

Correct identification 84.9% 

Incorrect identification or don't know 15.1 % 

Question 2 

w Have you used the product? 

Yes 79.5% 

No 20.5 % 

Question 3 

w Do you like Bob Cat Bars — better than most other 
candy bars; as well as most candy bars; not as well 
as most other candy bars? 

Better than most other candy bars . 21.6% 
As well as most other candy bars 50.0% 

Not as well as most other candy bars 28.4% 

Question 4 

W Do you buy Bob Cat Bars — regularly, often, sel- 

Regularly 26.5 % 

Often 38.8% 

Seldom 34.7% 

Question 5 

^ Have you seen or heard the product advertised? 

Yes 92.1% 

No 7.5% 

Question 6 

W Where — radio, car cards, outdoors, other places? 

Radio 75.1 % 

Car cards 37.1 % 

Outdoors 74.8 % 

Other places 21.0% 

Don't know 8% 

It is interesting to note the rise in 
recognition attributed to radio from 41.6 
per cent at the end of 30 days to 75.1 per 
cent at the end of 90 days. This shows 
the cumulative effect of sound, consist- 
ent use of spot announcements. It may 
take a short time for them to catch hold, 
but when they do, results can be meas- 
ured in the cash register. 

At the time the second survey was 
made, 50.2 per cent of the budget had 
been devoted to radio costs, 28.2 per 
cent to outdoor, and 21.5 per cent to 
car cards. 

With the pattern for a successful cam- 
paign thus thoroughly tested and check- 
ed, Bob Cats were introduced in addi- 
tional territories where the advertising 
followed the same formula and met with 
equal acceptance. 

• 337 • 

Ad-Ventures of Omar 

Nothing Juoenile About Campaign 
For Omar Milling and Baking]Co, 
Pitched to Juveniles in 21 Areas 


r Written and produced by Her- 
bert Futran through MacFarland 
Aveyard & Co., advertising agen- 
cy. The Adventures of Omar goes 

back on the air this fall on 21 stations via platters. The 
complete radio picture is presented here by the author. 

HOVV^ an advertiser may sell his prod- 
uct through the youthful salesmen 
in the American homes is illustrated by 
Omar, Incorporated, Omaha, Neb., a 
milling and baking company. 

The Adx)entnres of Omar is the sales 
vehicle, and the show is sponsored by 
two divisions of the company, one, the 
mill division which produces and mar- 
kets Omar Wonder Flour, and, two, the 
bakery division which conducts a retail 
bakery operation in four cities, employ- 
ing some several hundred drivers who 
deliver bakery goods door-to-door. 1 he 
show is recorded with two sets of com- 
mercials, one for the bakery, the second 
for the mill. 


Ihe company, marketing produds that 
are normally sold to achilts (Hour and 
bakery goods) , wished to be as certain 
as one can be in siidi lhin<'s, tlial its 

program offering was one with juvenile 
appeal. It also wanted to make certain 
that the program's commercial treatment 
was of such a nature as to motivate the 
juvenile audience to ask their mothers 
to call for Omar products. 

It therefore connnissioned its advertis- 
ing agency, MacFari.and, Aveyard & 
Co., Chicago, 111., to have several pro- 
grams produced on platters, complete 
with various commercial approaches. 
These platters were then played for three 
representative children's groups in Oma- 
ha, the sponsor's own city, to determine 
whi(h ollering had the greatest audience 
ajipeai. Mere was the resuh: 

Adi'ciitincs of Oiiuir 10(y boys 

67 girls 

Total 173 

C.onipcling S( > ipis 25 hoys 

65 girls 

Total 90 



On the basis of ihis jury of listeners, 
The Adventures of Omar was selected 
for presentation on 21 stations. 

Of greater importance even than the 
totals of this juvenile poll was the fact 
that these auditions provided valuable 
information on juvenile listening habits. 
Their reactions to scenes, to moods, to 
various words and treatments were all 
carefully noted to give us data on those 
things to which youngsters react most 


Une of the things we avoided was the 
typical kid show. Some 30 youngsters 
are consulted regularly as to their likes 
and dislikes not only of air shows but of 
everything else. Few of them list the ob- 
viously juvenile air shows as their first 
choices in radio programs. When you 
ask them what shows they listen to most 
it is such a program as Mr. and Mrs. 
North. With that in mind, the show is 
not written down to any infantile intel- 

At the outset, The Adventures of 
Omar was a rather obvious adventure 
show, and while that built an audience, 
we did not feel that it would continue 
to hold listeners. Gradually the show 
was matured, and, with it, the audience 
as well. W^hen it went off the air for the 
summer, it had become something of an 
adult show replete with comedy, ro- 
mance, passion and the other emotions 
mixed in with mystery-adventure. Lis- 
tener surveys indicate just how big a hit 
this approach made with the youngsters. 


iROM a showmanship and merchandis- 
ing angle, the treatment of the various 
commercials, and the injection of spon- 
sor notes into the script are of interest. 

In the first place, the star character 
and hero of each episode bears the same 
name as the company and the company's 
products, namely, Omar. From the mer- 
chandising standpoint, the advantages of 
such a tie-up are obvious, since we get 
strong identification of the sponsor's 
name through frequent reference in the 
dramatic portions of the show to the 

hero's name. Just how effective this^ 
identification is can be illustrated by the 
fact that in those cities where the bakery 
division holds forth, it is now common 
practice for youngsters to hail the Omar 
delivery men with the theme of the 
show, "Oooooomar, son of tlie winds, 

There are, of course, three conmier- 
cial credits. The first, right after the in- 
troduction of the show, follows a pretty 
straight line commercial approach. The 
middle commercial comes at a high dra- 
matic point in the show, and, rather 
than being a straight sell, takes its cue 
from the locale of the show itself. If the 
script is laid in Holland, there may be 
some note on the cleanliness of the 
Dutch kitchens, with the after-thought 
that no Diuch kitchen is quite the equal 
of Mom's own kitchen back home when 
she makes that delicious white bread 
with Omar W'onder Flour. The final 
commerical usually comes after a drama- 
tized lead-in using several of our sup- 
porting characters. This is usually a 
comedy lead-in, building to a high point 
of humorous content, after which the 
announcer takes it away with his straight 

Omar Junior plays an important part 
in that center commercial. Omar Junior 
is purely a nickname for the juvenile 
in the cast, and he has an important 
part in all of Omar's adventures. Omar 
Junior's great passion in life is swell, 
white bread, and his reference to and 
longing for it all the time they were in 
occiq^ied Europe was frequent biu not 
labored. Thus, it has become something 
of a joke among our audience that Omar 
Junior just loves white bread, and on 
that note we pitch our middle commer- 
cial. It always starts as a message from 
Junior, and likewise, it is always a gag- 
line by Junior which sets the stage for 
the last commercial. 


Umar Junior has also been immortal- 
ized by various animated displays using 
the Omar Junior character done up in 
turban. Too, he has been featured on 
car-cards and billboards, and he will 

OCTOBER, 1944 

• 339 • 

soon make his appearance in a series of 
comic-strip type ads featuring Omar 
white bread which will appear on comic 
pages in metropolitan newspapers. 


When the show went off the air for the 
summer, listeners were offered a log- 
book covering a mythical voyage Omar 
and his pals were making from Mur- 
mansk to the United States aboard a 
United Nations' convoy. Omar Junior 
was reputedly the author of this log- 
book, whose real function, of course, was 
to hold over the summer hiatus at least 
a portion of the substantial audience the 
show had built up. 

That offer raised havoc with deliver- 
ies in the four cities where Omar does 
door-to-door delivery of bakery goods. 
Thousands of children who had follow- 
ed the series on the air stormed the 
trucks in Indianapolis, Milwaukee, Oma- 
ha and Columbus on the first day the 
offer was made. Drivers with routes to 
be serviced had to work into the small 
hours in order to complete their rounds. 

As an additional merchandising tie- 
in, listeners will receive a 16-page book 

of comics starting in September, which 
will detail in comic strip form the fur- 
ther adventures of Omar. 


IX the four cities where the bakery divi- 
sion operates, all drivers conducted this 
record coincidental survey of 6,836 
homes. These calls were made in per- 
son. That sur\'ey showed an average 
16.8 rating, 23.2 on WBNS, Columbiis; 
20.6 on WTMJ, Milwaukee; 14.9 on 
WFBM, Indianapolis, and 8.8 on 
KOWH, Omaha. 

There is a finther interesting note on 
what happened to the station ratings 
when the Omar show hit the air, and 
when it went off. 

Hour Before 
Adventures of 

Omar 7.9 

Hour of Ad- 
ventures of 

Omar 8.8 

Hour After 
Adventures of 
Omar 8.4 






In other words, with the exception of 
WTMJ where the rating continued up 
after the show left the air, the Adven- 
tures of Omar constituted a very 
definite stand-out for the sta- 

Response to the give-away of- 
fer is another indication of the 
strong pidl the series has with 
its juvenile audience. And inci- 
dentally, the script in which that 
offer broke actually revolved in 
its dramatic sequence aroiuid 
the premium offer. At the open- 
ing of the show there was a sub- 
tle reference to the j^remium of- 
fer, and fiom thai moment on, 
the premium itself moti\aled 
I he action. Ihe integration of 
the connnercial and tiie drama 
then, explained the e(Ii(acy of 
the show. 

And sin(c. al)o\c' all else, an 
advertiser nuist liist ha\e a pro- 
gram that interests the audience 
he wants to leach, the A(h'e?i- 
lurrs of Omar seem to constitute 
a stand-out lor Omar, Incor- 




^ by MARGARET CUTHBERT, director of women*s and children*s 
^ programs for the National Broadcasting Co., New York City 

Why Women's Programs ; 

|i\ the beginning when radio was grop- 
ing among the wave lengths, women's 
programs were as necessary as the waste 
basket. Known as catch all programs, 
they were the over-worked, neglected 
Cinderellas of the air. Now they have 
come of age, and no one was more sur- 
prised than the industry which gave 
them being that these unwanted chil- 
dren should grow up and develop into 
interesting, intelligent, presentable and 
profitable ventures, courted by sponsors 
to the amazement of all concerned. 

The evolution was gradual and came 
about naturally. Women's programs 
were an integral part of radio long be- 
fore the serial reared its lovely, troubled 
head and came to stay by popular de- 

1 HERE are 640 women's programs on the 
nearly 900 radio stations throughout the 
country. The time given to women's pro- 
grams varies, and varies for the simple 
reason given in Alice In Wonderland at 
the Mad Tea Party, "If you knew time 
as well as I do," said the Hatter, "you 
would not talk about ivasting it." Sta- 
tions do not waste time. 

As every woman knows, when you 
want to spread the good word, the most 
effective of all ways is to tell a womanl 
That is the basic reason behind every 
woman's program; it appeals to the 
women in the home: the consumer, the 
homemakcr. She is the great potential 
in radio and radio is acceptable to her. 

Radio entertains her. Alone during 
the day, she finds that radio fills the 
house with voices, and the walls re-echo 
the sound of music. She is no longer by 
herself, nor is she wasting time, that 
spector that follows every move in her 
crowded day. While she works she is be- 

ing kept up-to-date with information on 
everything that concerns herself, her 
family and her community. 

LoNTRARiwisE, radio provides an escape 
from her anxieties. With one son some- 
where in the Pacific and another son in 
Italy, Mrs. O'Brian finds equal relief in 
turning on her radio to hear Mirth and 
Madness or Monsignor Sheen speaking 
directly to her. "Come all ye that are 
heavily laden." 

The amotmt of time given to women's 
programs varies. Stations now carry from 
one-half hour weekly to five hours week- 
ly of women's programs, depending on 
the station's commitments and policies 
of balancing programs of entertainment 
with social, civic and consiuiier needs of 
the community phis the needs of the 

Just as listeners select their own pro- 
grams to listen to, so does the woman's 
program select its own audience, depend- 
ing on the insight of the woman con- 
ducting the program, and the people she 
works with in radio and in the advertis- 
ing agencies. 

AsmE from the serial, whose technique 
is quite different from that of other pro- 
grams, although the goal is identical, 
programs conducted by women may be 
news, variety, service, dramatic, quiz, 
audience participation, straight talking 
or a combination of all seven. 

Their success depends on the right 
woman for the right program, her orig- 
inality, her intelligence and her com- 
mon sense use of radio. Since the success 
of such a program does depend largely 
on the radio personality of the person 
conducting it, plus the brains of those 
concerned with the sales and promotion 

OCTOBER, 1944 

• 341 • 

of the program, it pays di\ idends to se- 
lect carefully the woman Avho is to con- 
duct a woman's program. 

The name of a woman's program may 
be listed under the personality conduct- 
ing it or the station or sponsor may orig- 
inate a trade name which means that the 
personality of the trade name goes on 
forever, gathering momentum and loyal 
listeners over a period of years. Betty 
Crocker of General Mills is an out- 
standing example of the success and 
popularity of a trade name. 

lo be effective, women's programs 
should be scheduled at the same time 
five or six times a week, year after year, 
be it early morning, mid-morning, noon, 
afternoon or evening. Any women's pro- 
gram can be successful if it adheres to 
certain basic principles and these in- 
clude cooperation, imagination, pa- 
tience, showmanship, sincerity, person- 
ality and promotion. 

Having selected your woman, gi\e her 
})roper help at the start. Make her feel 
a part of the organization. If she is a 
member of national organizations or 
service clubs, encourage her to transfer 
her former membership and become ac- 
tive in the local groups. She would be 
introduced by the station management 
to local business and women leaders in 
women's activities. (Public lUilities fol- 
low this procedure with great benefit.) 
Promote her locally so that she takes 
])art in local civic affairs. Let her han- 
dle all things pertaining to women's 
adivilies that come to the station. As- 
sistance and support should be given 
her by the program, publicity and sales 
(li\'isions of the station. 

iiAiiiKR than engaging licr on an artist's 
fee basis (which often puts a l)arric'r be- 
Mvccn h(» and the stall ol (he station) 
pui her on stiaighl sahn\. allowing a 
(Otain jxrcentage loi |)a i l i( i pa t i ng 
( oinmcK ials, according lo ihc station's 
]K)lic y. 

Many women now condncting pro- 
grams, both on the networks and the 
locjil slalions, woi k c losch with the 
S;il(s. Picss and I'logiam I )(|);iri mcnls 

of their stations. ^Vhen given the op- 
portunity, they also work directly with 
the sponsor, or particpating sponsors, in 
a sincere effort to luiderstand and be 
helpful to both buyer and seller. 

Some of the women write their own 
sales copy for the product, or products, 
sponsoreci on their programs. In other 
cases, copy writers (often women) of the 
advertising agency handling the spon- 
sor's or sponsors' account write the sales 
copy for use on the program. 

Women who conduct their own pro- 
grams have an advantage in knowing 
how to utilize the basic feminine psycho- 
logical appeals to the fullest advantage; 
they know how to key the necessary in- 
formation they have to give so that it 
will interest their listeners; they know 
how to prepare cominercials in any style 
or type; and they know how to beam 
their message to the women's audience 
they seek to reach. One underlying fac- 
tor not often mentioned is that of the 
emotional and idealogical appeal which 
the woman, herself, may make to other 

A COMPOSITE picture of the women pre- 
senting women's programs throughoiu 
the country, show them to be sincere, 
friendly and convincing. They are good 
to look at. (Television is coming.) They 
have a pretty good idea of the problems 
that confront woinen; they know the ap- 
proach to women; they \ isualize them in 
their homes; they know how to express 
themselves in a language that the wom- 
en understand, the easy and formal con- 
versation of friends. They enjoy talking, 
especially to other women; they are im- 
self-conscious; they can make a good 
story out of life's little happenings; they 
can tell you off-hand how to whip up a 
dress that costs less than a leg of lamb; 
they know how to make a lound button- 
hole, and they know hc:>w to cook. 

Imagine a minor as large as the 
United States, held slightly titled, so that 
the c()ntemj)c)rary scene is leflected with 
all its mo\ement, color, lights and shad- 
ows and you haxc ladio. VV^omen's pro- 
grams rellec t the contemporary scene 
\\h('ic' women's inlerests are concerned. 

• 342 • 


There Will 
Always Be a 
I Christmas! 

• (Below) . . . Greetings from 
Rockford (III.) area navy men in 
boot camp at the U. S. naval train- 
ing station, Farragut, Idaho, were 
broadcast over WROK, Rockford, 
III., on a special Christmas pro- 
gram at 4:00 P.M. on Christmas 

In addition to greetings from 
some 100 bluejackets from the 
area, program featured greetings 
from officers at the camp, musical 
selections by the naval base band 
and various vocal selections. 

• (Above) . . . No humbug 
for the PARK 8C SHOP 
Mich., was Happy the Hum- 
bug, aired over WSAM as a 
special Christmas feature. 
Christmas window here com- 
bined program promotion with 
seasonal display. (For story, see 
Christmas Promotion, p. 348.) 

• (Below) . . . When the 
S.P.C.C. provided Mrs. Santa 
Claus, alias Zella Drake Har- 
per, with 100 letters to Santa 
from underprivileged young- 
sters, WIBG listeners in and 
around Philadelphia, Pa., dug 
deep, provided gifts. Everyone 
got together at this annual 
Christmas party where gifts 
were distributed. Assisting mike- 
stress Harper is John B. Kelly. 

OCTOBER, 1944 

• 343 • 



anta Sits Tight 


Toys Scarce Yet Department Stores Throughout Nation Carry 
on Santa Glaus Tradition with Regular Broadcast Schedules 

WHEN department store executives 
took stock of the 1943 toy inven- 
tory, the picture was far from bright. 
Shortages of all items and the complete 
absence of many made it almost a fore- 
gone conclusion that long before Santa 
Glaus hitched up his reindeer the toy 
lines would be completely exhausted. 

What to do? Advertising managers 
went into a huddle. Some decided that it 
was money down the drain to spend ad- 
\ertising dollars on a department that 
would be a complete sell-out regardless 
of promotion. 

Others followed a different line of 
reasoning. For years these retailers had 
used a Santa Glaus radio series to estab- 
lish their stores as To\land headcjuar- 
ters. And during these years, it had been 
obvious that Santa's broadcasts had been 
useful not only for building sales, but 
they had also been excellent institution- 
al vehicles. Even in the face of shortages, 
these merchandisers felt that Santa Glaus 
(ould perform a variety of essential serv- 

Some hued strictly to the insiitiuional 
line. Others went further than that. 
Children could l)e educated to a wartime 
Ghristmas. If they knew that metal for 
wagons and tricycles was going for guns 
and tanks, the Ghristmas tree would 
sccni less bare. I'oj those who iollowed 
this line ol a!t;i(k. Santa waxed the (lag. 
In olhci ( oiniiiiinil ics. liic m()])pcls got 
thcii lust inkling ol the hut that SaiUa's 
woikshop was not linn'ted to toy produc- 
tion. And the retailets who took this aj) 
pioach wcic able to dixcit some of the 
store Ii.iHh linin ihc to\ (l('j)ai tiiiciil to 

other departments where in\entories 
were less meager. At Santa's behest, the 
small fry asked for a minimum of toys, 
requested instead such things as sweat- 
ers, coats, other items of wearing ap- 

Bin the fact remained that for many 
retailers, the Santa broadcasts remained 
a non-cancellable Glaus. Ehe experiences 
of some of these mere hand isers are re- 
})orted here. 

Greensboro, No. Car. 

Fi\e years ago. Bi i k's Dii'ARrMF.NT 
SioRi; first ollered Greensboro, N. G., 
moppets an air version of Santa C^laus. 
W'Av in, year out, the youngsters have 
(onie to think of Bki.k's as a branch of 
St. \i(k's workshop through the medi- 
um of the hall-hour xveek-day feature 
bioadcasi lioni roNhiiul in Bi.i.k's. 

Si\ days a week in the late afternoon, 
IVom the day after 'J'hanksgi\ ing until 
Chi isinias K\v, the (hildicn of the Magic 

• 344 • 


Circle area have talked to Santa Glaus 
by remote control, and all have been 
urged to write letters to Santa Glaus in 
care of the store. Gommercials described 
the myriad toys to be found at Santa's 
headquarters, and a new commercial 
was used each day over WBIG. 

When 1943 rolled around, Belk's 
found itself faced with a problem. The 
store, like all others everywhere, was 
short on toys, yet it wished to keep the 
Santa Glaus tradition. Its solution was 
to retain the half-hour spot, and to use 
half the time to bring the children a 
transcribed program featuring Adven- 
tures in Christmastree Grove and Santa's 
Magic Christmas Tree. The last quarter- 
hour was devoted to acknowledging let- 
ters from the children to Santa Glaus, 
and mail averaged more than 200 let- 
ters daily. Explanation to the children 
as to the change in program format: St. 
Nick was too busy to talk to them per- 
sonally as he had to devote his entire 
time to making toys for them. 

Canton, O. 

For the past 1 1 years, Santa Glaus has 
been a regular WHBG feature, and for 
the past four years the program has been 
sponsored by the Stark Dry Goods Go., 
Stark Gounty's largest store. Broadcast 
six evenings a week, the series starts on 
Thanksgiving Day, continues through 
December 24. For its first 13 broadcasts, 
the show is a quarter-hour feature, is ex- 
panded to 30 minutes for the last 13 
programs to permit the use of a 
greater number of names of 
youngsters who have written let- 
ters to Santa Glaus. In 1943, near- 
ly 15,000 letters were received 
either at the station or at the 
store where Santa Glaus had a 
mail box in the toy department. 

What has given the program 
consistency of voice and approach 
ihroughotu its 1 1 years is the fact 
that throughout that time the 
role of Santa Glaus has been 
taken by Harry Mayn of the 
Stark Store. Four or five high 
school dramatic students take 
character parts in the show, and a 

great number of sound effects help con- 
tribute to the fairyland atmosphere. 

Santa Glaus arrives in Ganton, ()., the 
day after Thanksgiving as part of the 
Ganton Retail Merchants' Board's 
Ghristmas promotion which includes a 
downtown parade, and an especially 
arranged children's program at one of 
the local theatres. 1 he Stark Dry Goods 
radio Santa ties into this general pro- 
gram by arriving in Ganton in his strat- 
osphere plane just in time for the day's 
festivities. The day before his arrival 
the officials of the Stark Dry Goods 
Gompany and the Ganton Retail Mer- 
chants' Board talk to Santa Glaus at the 
North Pole through the facilities of a 
special tw^o-way radio hook-up, and the 
entire proceedings are broadcast as the 
first program of the Stark radio series. 

Specially written scripts by the store 
are slanted to build institutional pres- 
tige. Program goes on the air at 5:00 
P.M. Special note: each year a contract 
is signed in January for that year's 

Memphis, Tenn. 

For the third consecutive year, the 
John Gerber Go. sponsored a six-a-week, 
15-minute strip, Santa Claus Speaks, 
over WHBQ. This year the series will 
begin the day after Thanksgiving, will 
run through Ghristmas Eve. Ghildren 
write letters to Santa Glaus, and the best 
are read over the air. Santa advises lis- 
teners to brush their teeth and to be 

OCTOBER, 1944 

• 345 • 

good children if they expect to get what 
they ask for. 

Vincennes, Ind. 

Since 1940, Vincennes, Ind., moppets 
have turned to WAOV for daily visits 
with their patron saint, last year heard 
the show under the joint sponsorship of 
the Saiter Morgan Co. and the Vincen- 
nes Chamber of Commerce. 

Santa Claus in full regalia presided in 
the Saiter Morgan toy department, and 
as youngsters filed past his throne they 
told him what they wanted in their 
Chirstmas stockings. Each youngster re- 
ceived a peppermint stick. In addition 
to his personal appearance at the store, 
Santa Claus was also heard over WAOV 
each evening at 7:15, Monday through 
Saturday, for the three weeks immedi- 
ately preceding Christmas. Both features 
were broadcast over WAOV, and com- 
mercials ad-libbed by the announcer for 
the remote broadcasts stressed one par- 
ticular toy on each show. 

Received were some 1, ()()() letters, and 
wliile not all of them were read in their 
entirety on the evening show, each was 
acknowledged by name. 

Asheville, No. Car. 

For the j)ast several years Ivey's, Inc., 
presented the small fry with Letters to 
Santa Clans over WVVNC. \9\:\ was no 
exception. With the final broadcast on 
(Christmas Eve, the series is heard six 
times weekly for I .H weeks. During the 
jjetiod this show is on the air, Ivey's has 
made a j)ia(li(c ol (hs( onl iiuiing other 

air features, lets the Santa Claus show 
supplemented with spot annoinicements, 
carry its Christmas load. 

Presque Isle, Me. 

In Presque Isle, Me., it was Santa's 
better half who kept youngsters timed 
to WAGM in a holly-daze. AVith Mrs. 
Santa Claus as a moiuh-piece, the chil- 
dren followed a series of adventures 
which took place in the North Pole toy 
factory. About five minutes of each 
broadcast was devoted to "shortwave" 
telephone calls from the North Pole be- 
tween Mrs. Santa Claus and the young- 
sters who wrote the best letters to Santa 

Script itself was a syndicated feature 
combining Toyland adventure with 
North Pole telephone calls. Designed to 
pull mail, create store traffic and build 
good will, Chimney Chats with Mrs. 
Santa Claus calls only for a woman's 
voice, an announcer and a standard set 
of sound effects. Twenty-five scripts are 
available, and the series costs nothing 
to produce. 

(Sample script available from Show- 
manscripts, Room 201, 1004 Marquette, 
Minneapolis 2, Minn.) 

• 346 • 



Here is a collection of successful merchandising stunts 
used last Christmas in a variety of business fields. 


there was but little peace on earth for 
Christmas, 1943, there was plenty of 
good will to man if Vincennes, Ind., 
was a typical community. When the 
Christmas tree was lighted at nearby 
George Field, Army Air Training Sta- 
tion, WAOV and the G. W. Opell Co., 
bakers of Loving Cup Bread were on 
hand to broadcast the one-time show 
for listeners who were out-of-bounds. 

What the enlisted personnel took off 
the tree were gifts contributed by Vin- 
cennes residents, and there was not a 
man at the base whom Santa Glaus for- 

To set the scene, the George Field 
Band presented a medley of Christmas 
carols, were spelled off by a group of 
singers who harmonized the Yuletide 
songs. To personnel and civilian went a 
Christmas message from the CO., Col- 
onel Edwin B. Bobzien. 

While G. W. Opell sponsors a pro- 
gram of modern music five times week- 
ly at 6:00 P.M., made the time available 
to the Army on this one occa- 
sion, only brief mention was 
made of the fact from the 
WAOV studio jore and ajt 
the remote from George Field. 

AIR FAX: First Broadcast: December 
24, 1943. 

Broadcast Schedule: December 24, 
6:00-6:15 P.M. 
Preceded By: Sports Parade. 
Followed By: News. 
Sponsor: G. W. Opell Co., Bakers. 
Station: WAOV, Vincennes, Ind. 
Power: 250 watts. 
Population: 18,228. 

COMMENT: To further establish the 

bonds of friendship between Army base 
and community, a broadcast of this kind 
is made to order. Too, expressions of 
good will to man also are translated into 
good will to sponsor by both partici- 
pants and listeners. 

Chambers of Commerce 

SANTA CLAUS Something new w